Moncler Re/Icons: Cher, pioneering genres & generations

Moncler was born on mountains, so Re/Icons — the house’s revival of its own archive pieces — asks three icons about theirs. Cher’s answer is the best line any brand has bought this year: “It’s not easy to get on top, but it’s a b*tch to stay on top.” The biggest mountain, she says, is the one she is still on.

Gabriel Moses shoots it as a two-and-a-half-minute portrait rather than an ad. Cher wears the white Himalaya and the black Verone jackets, and a yellow scarf that knowing viewers will clock: a nod to the Bob Mackie scarf dress from The Cher Show, whose famous reveal she replays here with a grin and a troupe of dancers. The campaign around it borrows from archive photographs of the alpinist Lionel Terray, one of Moncler’s first collaborators.

Cher is one of three. Grace Jones gets a purple Karakorum and a chorus of lookalikes; JENNIE — a few days before her own As I Am film for Lotte — a black Karakorum and a crowd of faces from around the world. Heritage brands usually lean on the archive. Moncler leans on people who have their own: the jackets are the re-issues; the women are the originals.