# Where the avant-garde meets a global phenomenon: Grace Jones and Jennie star in Moncler's new winter campaign

The Italian luxury house has brought together two forces of global pop culture to celebrate the timeless design of its Karakorum jackets in a cross-generational aesthetic dialogue.

- Section: Luxury
- Published: November 6, 2026
- Address: https://ceoone.com.br/en/article/grace-jones-and-jennie-star-in-monclers-new-winter-campaign
- Em português: https://ceoone.com.br/artigo/o-encontro-entre-a-vanguarda-e-o-fenomeno-global-grace-jones-e-jennie-.md

![Campaign star in dark glasses and a black Karakorum jacket with a red collar, amid a crowd in the half-light](https://pub-b80e49b2737940b3ab5d3f20d0578192.r2.dev/artigos/o-encontro-entre-a-vanguarda-e-o-fenomeno-global-grace-jones-e-jennie--foto-horizontal.webp)

Photo: Gabriel Moses/Courtesy of Moncler

## Key points

- Grace Jones and Jennie of BLACKPINK star in Moncler's global winter campaign.
- The campaign celebrates the Karakorum jacket, created in 1954 for the Italian expedition that conquered K2.
- The collection's pieces are arriving at the brand's boutiques priced between R$ 14,500 and R$ 28,000.

Moncler has once again surprised the top-tier fashion market with the launch of its global campaign for the winter collection. In a powerful visual narrative, the brand of Alpine origin has brought together the legendary Jamaican artist, model and singer Grace Jones and the singer and global style icon Jennie, a member of the South Korean group BLACKPINK. Pairing them in the same shoot reflects the house's ability to move naturally between established cultural legacy and the cutting edge of contemporary entertainment, reaching different generations of luxury consumers.

## The revival and evolution of the iconic Karakorum jacket

The common thread of the campaign is a celebration of the legendary Karakorum jacket. Originally created in 1954 to equip the Italian expedition that conquered the summit of K2 (the second-highest mountain in the world), the piece has become the great symbol of thermal engineering combined with sophisticated urban design. In the new collection, the model is reinterpreted in high-shine technical fabrics, voluminous contemporary silhouettes and a colour palette that pairs deep black with striking metallic tones, while keeping the high-density goose down that made the brand's name.

## Two generations redefining the style of an era

While Grace Jones brings all her theatrical grandeur, magnetic presence and the androgynous aesthetic that revolutionised the 1970s and 1980s, Jennie embodies the minimalist elegance and youthful force of the Asian pop culture that dominates global trends. The creative direction of the shoot explored contrasts of light and shadow in the studio, highlighting how a single luxury wardrobe piece takes on completely distinct and authentic interpretations on two women who are absolute references in their artistic fields.

## Impact on the luxury market and availability

The launch reinforces Moncler's positioning as a brand that transcends functional winter fashion to establish itself as a global creative platform. The Karakorum jackets and the other pieces in the collection are arriving at the brand's flagships and main boutiques around the world at prices ranging from R$ 14,500 to R$ 28,000, depending on the finishes and technical specifications of each version. The strategic marketing move reaffirms the weight of alliances between the world of K-pop, classic fashion culture and high-performance apparel on the international stage.

## Sources and editorial notes

- Reference reporting and publications: Vogue, Harper's Bazaar, GQ Magazine, Elle and WWD (Women's Wear Daily).
- Sources interviewed and institutions cited: Moncler S.p.A., the campaign's creative direction and styling teams, and global luxury fashion market analyses.

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