Moncler has cast Cher, Grace Jones, and Jennie as the three faces of its Re/Icons campaign, placing the singer, rapper, songwriter, and actress on equal billing with two artists whose careers span five decades. For Jennie, it is the clearest signal yet of how far her luxury fashion standing has climbed.
The campaign, shot by photographer and director Gabriel Moses, positions each woman at the center of a crowd in a deliberate study of individuality. Jennie’s crowd is made up of faces from around the world, a visual nod to an audience that crosses borders. What the images never say outright, the casting does: she is now being presented as a global luxury name in her own right.
Inside Moncler’s Re/Icons Campaign Casting
Re/Icons revives Moncler archive outerwear, and this edition adds something new. It marks the first time the initiative, introduced in 2023, carries a full ready-to-wear collection. The lineup reinterprets the Karakorum, Verone, Himalaya, and Tibb jackets and expands into windbreakers, T-shirts, pants, and skirts, finished with beanies, balaclavas, silk-twill foulards, and titanium and leather sunglasses inspired by vintage climbing goggles.
The creative reference is archival photography of French mountaineer Lionel Terray, an early Moncler collaborator. Moncler, founded in 1952 in Monestier-de-Clermont, built its reputation outfitting expeditions, including the Italian team behind the first successful ascent of K2. The collection is available now at select Moncler stores and on moncler.com.
Why Sharing the Frame With Cher and Grace Jones Matters
Equal billing is the story. Cher brings six decades across music, film, and fashion, with Emmy, Grammy, Golden Globe, and Oscar wins to show for it. Grace Jones built a visual language that still shapes performance and image-making. Jennie arrives a decade after Blackpink’s debut and months after her solo EP Fallen Angel, and the house is presenting her as their peer rather than their opening act.
In booking terms, this is a heritage campaign with global usage, the tier that sits at the top of a talent’s commercial résumé, above a single-market editorial or a seasonal regional push. Moncler Group executive chairman Remo Ruffini described the trio as culture-makers rather than mirrors, telling WWD that “Cher, Jennie and Grace Jones each embody this spirit in their own way. They have never simply reflected culture; they have helped shape it.”
The Karakorum, the Tibb, and Jennie’s Pioneer Mindset
Jennie wears the Karakorum jacket in black and the Tibb gilet in caramel, both pulled from the archive and updated with glossy finishes and reversible details. Her styling philosophy leans on restraint. She told ELLE that in winter she keeps everything under a coat simple and lets the coat carry the look. “Being a pioneer means trusting your own instincts and being willing to take a path that might not already exist,” she said.
That instinct is translating into campaign currency. Luxury outerwear now functions as a status piece on its own, and a single coat can anchor an entire image. “My most extraordinary dream is to keep discovering different versions of myself that I haven’t met yet,” Jennie told WWD. “To keep creating freely, experiencing new things, and never stop dreaming bigger.”
