Blauer USA’s SS25 Campaign Frames a Fusion of Style Identities

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For the Spring/Summer 2025 collection, Blauer USA once again teams up with photographer James Mollison, following on from last season’s “The Soul of Seoul” campaign. They continue their journey into the impact of modern Korean culture on their designs.

In the Spring/Summer 2025 line, Blauer USA collaborates anew with photographer James Mollison, picking up where last season’s “The Soul of Seoul” campaign left off. They delve deeper into how contemporary Korean culture shapes their designs.

In this new campaign, instead of Seoul’s well-known attractions, we find ourselves in Milan. The storyline takes a different turn as the connection to South Korea is subtly highlighted through an amalgamation of styles from both cities, set against a timeless black-and-white editorial setting. Models sport Blauer’s Korean-inspired SS25 collection, including military bombers and parachute pants, along with vintage items sourced directly from the brand president Enzo Fusco’s personal archives.

Leading the charge for this season’s campaign is tattoo artist Hyo Seong Kim, who was previously featured in the FW24 campaign alongside other up-and-coming Korean talents. In this new edition, Kim can be seen customizing the label’s renowned leather jacket, as showcased in the promotional video. The campaign also serves to honor the fusion of distinct fashion styles, creating a tribute to the constant presence of art and design in both Milan and Seoul.

Check out the “Korea/Milan” campaign materials, including the lookbook and accompanying video, which can be found in the galleries provided.

To shop Blauer USA’s Spring/Summer 2025 collection, head to the brand’s website now.

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2025-02-27 19:56