Characterized as “three cultural pioneers,” they were asked to redefine what it means to be a pioneer in a campaign that celebrates individuality and pushing boundaries.

MILAN — Moncler has turned to Cher, Jennie and Grace Jones, characterized as “three cultural pioneers,” to front the Re/Icons campaign and redefine what it means to be a pioneer.

This reflects the brand’s history, “equipping the world’s most intrepid pioneers,” as it did in 1954 for the historic Italian expedition that achieved the first successful ascent of K2, the world’s second-highest mountain.

“I have always believed that true pioneers are those who see possibilities where others see limits. Since the beginning, Moncler has been inspired by people who chose their own path, driven by courage and a constant desire to push beyond boundaries,” Moncler Group executive chairman Remo Ruffini told WWD exclusively.

“Cher, Jennie and Grace Jones each embody this spirit in their own way. They have never simply reflected culture; they have helped shape it,” he said. “Through Re/Icons, we celebrate this pioneering attitude and reaffirm something that has always been true for Moncler: who we are is not defined just by the past, but by what we choose to build for the future.”

Moncler highlighted the trailblazing careers and unique legacies of these artists. Inspired by archival photographs of alpine pioneer and early Moncler collaborator Lionel Terray, each is captured in bold portraits wearing reimagined versions of signature Moncler outerwear and accessories.

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