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Moncler casts Cher, BLACKPINK's JENNIE and Grace Jones as pioneers in its Re/Icons archive jacket campaign
Key Takeaways
Moncler's Re/Icons campaign stars Cher, JENNIE and Grace Jones, photographed and directed by Gabriel Moses.
The collection reworks four archive pieces, the 1954 Karakorum, the Himalaya, the Verone and the Tibb gilet, and extends beyond outerwear for the first time.
Each star wears archive styles with a nod to her own history, from Cher's yellow scarf to Grace Jones' deep purple Karakorum.
Re/Icons went on sale globally on 15 October at selected Moncler stores and on moncler.com.
Moncler started out dressing mountaineers attempting first ascents, so when it went looking for faces to wear its most famous archive jackets it chose three women who have spent their careers getting to places nobody had reached before, with Cher, BLACKPINK's JENNIE and Grace Jones fronting the brand's new Re/Icons campaign. The collection went on sale worldwide on 15 October, bringing back four of the label's best known pieces in updated fabrics and fits.
Photographed and directed by Gabriel Moses, the campaign took its starting point from archival photographs of the alpine pioneer and early Moncler collaborator Lionel Terray, and then swapped the mountain for a crowd. Each star stands at the centre of a mass of people while remaining the one figure who stands out, which is a fairly literal way to illustrate the idea of a pioneer and one that gives each woman room to bring her own references into the frame.
Gabriel Moses places Cher, JENNIE and Grace Jones in four reworked jackets dating back to 1954
Cher wears the Himalaya in white and the Verone in black, finished with a yellow scarf that references the Bob Mackie scarf dress from The Cher Show, and in the Re/Icons film she pulls at the scarf as a playful nod to the show's famous reveal. Her description of the theme was characteristically direct, as she said that pioneering spirit "is just going forward and being tough. Pioneers were tough."
JENNIE appears in the Karakorum in black with the Tibb gilet in caramel, surrounded by faces from around the world, with Moncler presenting her as pioneering a bigger world, and she said, "My most extraordinary dream is to keep discovering different versions of myself that I haven't met yet." Grace Jones wears the Karakorum in deep purple, a reference to her long creative partnership with Jean-Paul Goude, and is joined by lookalikes in her signature dramatic make-up, while her own definition of the brief was "Pioneering spirit is about challenge. I like a challenge that makes me feel like I achieved something that was unachievable."
The original Karakorum was made in 1954 for Achille Compagnoni and Lino Lacedelli, who completed the first ascent of K2, and it has moved from raw cotton filled with down to a glossy 10 denier micro ripstop while keeping its double snap-button front, removable hood and internal shoulder straps. The Verone arrived in the 1980s and became a signature of Milan's Paninari youth scene, the Tibb began in the same decade as an oversized gilet and now comes back reversible, and the Himalaya, a short down jacket that debuted in 2009 and later evolved into the Maya, traces its design back to the 1950s.
For the first time, the Re/Icons line also stretches well beyond outerwear into windbreakers, T-shirts, trousers, skirts, beanies, balaclavas and silk twill foulards, as well as titanium and leather sunglasses modelled on vintage climbing goggles. The rollout began with a Paris Fashion Week preview at Il Rifugio inside Moncler's Champs-Élysées store on 5 and 6 October and an exclusive pre-launch there on 8 October, before an Isetan pop-up in Tokyo and a pre-launch at Moncler Fifth Avenue on 14 October and the global release at selected stores and online the following day.
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