Cher, Grace Jones and Jennie Star in New Moncler Re/Icons Campaign
Cher stars in a new Moncler Re/Icons campaign alongside Grace Jones and Jennie, wearing a yellow scarf that pays tribute to a Bob Mackie design from The Cher Show. The launch arrives just over a month after the death of the costume designer at age 87.
Honoring a Legendary Designer Through Archive Fashion
Moncler launched its new Re/Icons collection by drafting Cher, Grace Jones, and Jennie to front the campaign. The luxury fashion house pulls styles from its archives and reimagines the pieces for a new generation. The campaign draws inspiration from archival photography of early Moncler collaborator Lionel Terray, a French mountain climber.
In a preview clip of the campaign, Moncler describes the trio as pioneers. Cher elaborated on that theme in an official statement, saying, “Pioneering spirit is just going forward and being tough. Pioneers were tough. It’s going and not giving up and being thankful.”
For her segment of the campaign, photographed and directed by Gabriel Moses, Cher wears a Moncler Re/Icons Himalaya jacket in white and a Verone jacket in black. She pairs the outerwear with a yellow scarf designed to pay tribute to a Bob Mackie scarf dress she wore on The Cher Show. In the accompanying clip, Cher offers a playful tug at the scarf as a nod to the show.
Three icons, three generations, and plenty of puffer power. Cher, BLACKPINK's JENNIE, and Grace Jones bring their signature styles to Moncler's Re/Icons campaign. 🧥 #Moncler #Cher #BLACKPINK #JENNIE #GraceJones https://t.co/5IlC5SQYtJ.
— https://x.com/designtaxi/status/2110992326227120244
The campaign rollout follows the death of Bob Mackie at age 87. Shortly after the designer passed away, Cher posted a personal tribute on social media, writing, “My dear Bob has gone up to heaven. Knowing him, he’s bringing Sequins, Beads, & his sketch pad. Good nite sweet Prince.”
Expanding the Re/Icons Archives Across Generations
Jennie, who rose to superstar status as a member of Blackpink, shared her perspective on the launch. “My most extraordinary dream is to keep discovering different versions of myself that I haven’t met yet,” Jennie stated. “To keep creating freely, experiencing new things, and never stop dreaming bigger.”
JENNIE, Grace Jones, and Cher are the new faces of Moncler. pic.twitter.com/5He7NqloOl
— https://x.com/thefader/status/2110745958069723412
Jennie appears in the campaign wearing a Karakorum jacket in black alongside a Tibb gilet in caramel. Meanwhile, Grace Jones represents another era of striking visual performance. Jones wears a Karakorum jacket in deep purple, which serves as a nod to her earlier collaborative work with director Jean-Paul Goude. Reflecting on the campaign’s central theme, Jones stated, “Pioneering spirit is about challenge. I like a challenge that makes me feel like I achieved something that was unachievable.”
The Moncler Re/Icons collection is available at select Moncler stores and online.