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Photographed by Gabriel Moses, the 2026 campaign revisits Moncler’s Alpine heritage through three women who have helped redefine music, fashion and popular culture.
A down jacket designed for the mountains might seem an unlikely symbol of cultural rebellion. Yet in Moncler’s latest Re/Icons campaign, Cher, JENNIE and Grace Jones make the connection feel entirely natural.
Photographed and directed by British photographer Gabriel Moses, the campaign brings together three artists whose influence reaches far beyond their respective generations. Each has challenged conventions, developed an unmistakable visual identity and reshaped the relationship between personal style and popular culture.
For Moncler, the casting is a contemporary interpretation of the pioneering spirit that shaped its beginnings in the French Alps. The 2026 Re/Icons collection revisits some of the house’s most recognisable archival designs, reworking their original proportions, colours and technical details for a modern wardrobe.
Cher appears in the Himalaya and Verone jackets, combining the dramatic presence that has defined her style for decades with Moncler’s distinctive outerwear silhouettes. JENNIE, whose influence now extends well beyond K-pop, wears the black Karakorum jacket and a caramel-coloured Tibb gilet. Grace Jones, meanwhile, commands attention in a deep-purple Karakorum jacket, a visual reference to her groundbreaking collaborations with French artist and image-maker Jean-Paul Goude.
Moses approaches the three women as individuals rather than interchangeable campaign faces. Set against crowds of surrounding figures, each emerges as the unmistakable centre of her own visual narrative, reinforcing the campaign’s exploration of identity and creative independence.
The collection’s historical references extend beyond the clothes themselves. An accompanying visual project, The Alpine Diary, imagines the journal of a 1950s explorer, combining handwritten observations and black-and-white archival photography with contemporary images of the collection. The result traces Moncler’s evolution from technical mountaineering equipment to a fashion house whose signature outerwear has become part of contemporary street culture.
Re/Icons ultimately makes a case for the enduring appeal of designs that can move between eras without losing their identity. Much like the women chosen to represent them, Moncler’s classics remain recognisable precisely because they have never stood still.
The Moncler Re/Icons 2026 collection is available in Israel exclusively at Factory 54.
