What does it mean to be a pioneer in a world that never stops reinventing itself? For some, it means breaking boundaries. For others, it means refusing to be defined by them in the first place. With its new Re/Icons campaign, Moncler brings together three women who have built their legacies on precisely that premise: Cher, Jennie and Grace Jones. Three distinct forces, three generations, one shared instinct to challenge the status quo.
Rooted in the brand's alpine heritage, the collection revisits archival designs and reimagines iconic silhouettes for a new generation. It’s less about looking backwards than about reconsidering what legacy can mean in the present: the past as a starting point, not a destination. Photographer and director Gabriel Moses draws on archival images of Lionel Terray, the pioneering mountaineer and early Moncler collaborator, transposing the spirit of alpine exploration into a contemporary cultural landscape. He places each woman at the centre of her own universe, surrounded by figures that amplify her singular presence. The result is a cinematic meditation on individuality and influence.
For Cher, pioneering has always been synonymous with reinvention. Few artists have moved across music, film and fashion, and across genres and generations, with such disregard for convention while keeping control of their own narrative. In the campaign, a bold yellow scarf nods to the Bob Mackie scarf dress she wore on The Cher Show, a playful gesture of continuity. Past and present collide, and Cher remains entirely her own creation.
Jennie embodies a different kind of pioneering spirit, shaped by a world of fluid cultural borders. Having moved beyond K-pop to become a global force across music, fashion and culture, she represents a generation that understands identity as expansive and constantly evolving. Her vision of the future is rooted in possibility: the freedom to discover new versions of oneself and to dream beyond expectation. Set against a crowd of faces from around the world, she emerges as both an individual presence and part of a borderless cultural conversation.
Grace Jones has never needed to fit into a category because she has spent a lifetime dismantling them. Her image, sound and presence have challenged ideas of femininity, race, gender and celebrity, turning self-expression into an art form in its own right. Dressed in a deep-purple Karakorum jacket and flanked by lookalikes wearing her signature dramatic makeup, Jones confronts her own mythology, and the line between original and imitation begins to dissolve.
Although their trajectories differ, all three share a refusal to remain still. Becoming an icon is not about achieving a definitive form, but about staying open to transformation while remaining unmistakably oneself. The mountain remains Moncler's founding metaphor, but the ascent takes on a different meaning here. The challenge is no longer simply to reach the summit. It is to imagine a different route, to question the established view and to make room for those who will follow.
Because the most enduring pioneers are not necessarily those who arrive first. They are the ones who change the landscape along the way.
