Moncler Re/Icons: André 3000 creates his own mountains

Moncler’s Re/Icons campaign was meant to be a trilogy — Cher, JENNIE, Grace Jones. On 9 November it got a fourth chapter, and the most unruly one: André 3000, in just over a minute, to new original music of his own — his first release since the 7 Piano Sketches EP in 2025.

The best parts of this campaign weren’t in the brief. Shown the collection, André suggested wearing and carrying every piece at once, like the early mountaineers who hauled everything they needed up an unclimbed peak. On set, faced with a plain black backdrop, he asked for chalk and drew the mountains himself. Moncler had the sense to build the campaign around that moment, and the line wrote itself: Don’t just follow a path. Create your own mountains.

For a content studio, that is the lesson. Gabriel Moses, who shot the whole series, left room for the talent to change the shoot, and the brand turned an improvisation into its headline. The best campaign ideas are sometimes found on set, not written beforehand — if someone is listening.