Moncler started in the mountains, but its desire to reach the highest peaks has long gone beyond alpinism. Climbers who ascend a challenging mountain now mirror cultural figures who open doors for those who follow. This connection is magnified in Moncler’s latest collection. A brand identity centered on climbing in the harshest conditions meets pioneers in film, music, and modelling.

Cher, Grace Jones, and Jennie Kim are the leading women of this campaign. All are pioneers in their own respective cultural legacies and align with the Re/Icons collection perfectly. The three women are global icons, reaching the highest levels of superstardom by virtue of their talent and dedication. Credit is owed to the trio for countless trails blazed and ceilings breached, and that begins with this campaign.

The Re/Icons collection, in line with a major trend among fashion houses, serves as an archive revamp. The pieces worn by the spotlighted legends are all from previous eras of Moncler’s history, reimagined with a contemporary palette and perspective.

In the campaign photographs, Jennie is dressed in the Karakorum jacket in black. Jones is dressed in the Karakorum jacket in deep purple (a reference to her iconic campaigns with director Jean-Paul Goude). Cher is dressed in both the Himalaya jacket in white and the Verone jacket in black, ornamented by a yellow scarf, a reference to the Bob Mackie scarf dress she wore on “The Cher Show.”

“Pioneering spirit is just going forward and being tough,” Cher said in a press release. “Pioneers were tough. It’s going and not giving up and being thankful.”

“My most extraordinary dream is to keep discovering different versions of myself that I haven’t met yet,” Jennie said in a release. “To keep creating freely, experiencing new things, and never stop dreaming bigger.”