Moncler Re/Icons: JENNIE, pioneering a bigger world

Two days after Cher’s chapter, Moncler released the second of its Re/Icons portraits: JENNIE, in just over a minute. Where Cher talks about staying on top of the mountain, JENNIE talks about the ones still ahead — her dream, she says, is to keep finding “different versions of myself that I haven’t met yet”.

Gabriel Moses dresses the idea literally. JENNIE wears the black Karakorum jacket and a caramel Tibb gilet — reissues from the Moncler archive — and is surrounded by faces from around the world, a borderless crowd standing in for the generation that follows her. The archive jacket is the past; the crowd is the audience; she is the bridge between them.

It is also a lesson in timing. The same week, JENNIE fronted Lotte Department Store’s As I Am, a fifteen-second film about being yourself. Two brands, one face, one message within days of each other. In a market where ambassadors are shared, the brand that says it best owns the idea — Lotte with four words, Moncler with a crowd.