Italian fashion brand Moncler has officially unveiled its global advertising campaign Re/Icons 2026, featuring three iconic figures from the music industry across different generations: American singer Cher, BLACKPINK member Jennie, and British singer and model Grace Jones. The project, highlighted by the lifestyle project Wave of RBC-UA, combines a pioneering spirit, iconic outerwear silhouettes, and individuals who have spent decades shaping global trends without fearing to challenge established rules.
Pioneering philosophy and visual concept of the project
The central idea of the large-scale Re/Icons campaign is the concept of breaking boundaries and uniting female artists whose creative work across various eras revolutionized perceptions of music, style, and stage arts. Each of the heroines has forged a unique path, creating a recognizable aesthetic and exerting a colossal influence on global pop culture. The visual embodiment of the project was entirely entrusted to renowned British photographer and director Gabriel Moses, who captured expressive portraits that vividly reveal the strong individuality of each participant.
Interestingly, one of the key sources of inspiration for creating this visual narrative was archival photographs of famous mountaineer Lionel Terray, who was one of the Italian brand's earliest partners. Through this elegant solution, the brand connected its historical heritage rooted in the conquest of mountain peaks with modern ambassadors paving entirely new paths in art and fashion. The collection demonstrates how archival designs can experience a second birth without losing their authentic identity.
Reinterpreting archives and heroines' looks
As part of the Moncler Re/Icons collection, the brand's designers carried out extensive work to reinterpret iconic models from their rich archives, adapting classic puffer and warm vest silhouettes to modern realities. Familiar fashion shapes have taken on a new voice while retaining a direct mental and visual connection to the brand's historical heritage. Each heroine's look was meticulously designed to reflect her personal scale and stage character.
Legendary Cher appeared before the lens in a dazzling white Himalaya puffer and a concise black Verone jacket, emphasizing her status as an icon whose influence on music, film, and fashion has not waned over several decades. Jennie from BLACKPINK tried on a black Karakorum puffer and a signature caramel-toned Tibb vest, symbolizing a new generation of global stars whose influence has long extended beyond the music scene. Grace Jones chose a rich purple Karakorum puffer, continuing her avant-garde aesthetic built on bold experiments.
Significance and impact of the global campaign
The launch of the Re/Icons 2026 campaign highlights the enduring relevance of the principles of individuality, boldness, and self-expression in modern culture and the fashion industry. The project demonstrates that true values and iconic design are timeless, and fashion house archives can serve as an inexhaustible source of inspiration for future generations. Through the images of three outstanding women, the brand reminds the audience of the importance of staying true to oneself despite rapidly changing trends.
