• by Sarah Mahoney , Yesterday

Cher, 80, in a Moncler puffer, with a yellow scarf that hints at Bob Mackie. Grace Jones in that signature purple. Jennie in black. Luxury’s outerwear wars just got a lot more famous.

The new ad campaign highlights Moncler’s mountaineering roots, with three generation-spanning fashion icons showcasing its reimagined classics.

"I have always believed that true pioneers are those who see possibilities where others see limits,”  Moncler Group executive chairman Remo Ruffini told Women’s Wear Daily. The company, founded in the 1950s in a French alpine village, “has been inspired by people who chose their own path, driven by courage and a constant desire to push beyond boundaries."

“Cher, Jennie and Grace Jones each embody this spirit in their own way. They have never simply reflected culture; they have helped shape it," he said. "Through Re/Icons, we celebrate this pioneering attitude and reaffirm something that has always been true for Moncler: who we are is not defined just by the past, but by what we choose to build for the future."

The campaign draws from the brand’s archival photographs of alpine pioneer and early Moncler collaborator Lionel Terray.

Cher wears the Moncler Re/Icons Himalaya jacket in white amid a sea of Verone jackets in black. Her look punctuated by a bold yellow scarf, which the brand says hints at the iconic Bob Mackie scarf dress she wore on "The Cher Show."

And in an interview with Vogue, the 80-year-old legend talked about winter fashion (yes, she skis, but she’s always cold), career longevity and the elements of style.

Asked how she’s stayed relevant so long, Cher answered with her trademark candor: “You know what? I have no idea. When I started this business—I was famous at 19—it never occurred to me that I would be famous….And luck has been such a huge part of it for me.”

She credits her fierce fashion reputation in part to her own playfulness, but especially to Bob Mackie, her long-time collaborator, who died last month.

“Without Bob, I would certainly not be a fashion icon, because Bob really was so important in making me have my own look. I did other things on my own, but Bob was really the person that pushed me into those real glamour moments.”

Grace Jones, 78, wears the Moncler Re/Icons Karakorum jacket in deep purple, a reference to her work with director Jean-Paul Goude, who directed many of her music videos and designed many of her album covers.

Jennie, the 30-year-old star of Korean girl band Blackpink also wears the Karakorum jacket, but in black. Complex, which also covered the campaign launch, calls out Moncler’s tribute to Jennie as “pioneering a bigger world.”

Gabriel Moses photographed and directed the campaign.

The campaign launch comes just weeks after the brand opened a new Manhattan flagship – its biggest store yet – with a party that included A-listers like Cher, Future, Julia Roberts, Anne Hathaway, Spike Lee and Serena Williams.

Moncler is intent on burnishing not just its fashion design and product history, but also its advertising roots. At the new Manhattan store, Elle reports that Moncler recently hosted photographer Annie Leibovitz for a conversation about her five-decade career, with an audience that included Parsons students, clients, and friends of the house and the photographer. Leibovitz shot six consecutive global campaigns for Moncler between 2014 and 2017.