The Soul of Seoul: the American favourite unveils a new collection inspired by the Korean Wave.
For Blauer’s latest collection, the US-born brand goes global, choosing the vibrant capital of South Korea, Seoul, as the backdrop for an expansive campaign. The collection highlights Blauer’s distinctive take on outerwear, drawing from their rich archives to experiment with knits, wools, nylon, and denim, creating contemporary silhouettes with a modern twist. In the lookbook, shearling meets camo, plaid pairs with cargo, and military-inspired hues blend with casual pieces, showcasing Blauer’s talent for merging heritage designs with modern aesthetics.
The FW 24/25 campaign was shot on the streets of Seoul by renowned photographer James Mollison, capturing the city’s cultural diversity and reflecting the collection’s dynamic designs. Featured throughout are tattoo artists Greem Jeong and Hyo Seong Kim, along with professional models such as Guy Park, Daria, Alexander, and Hwan. The brand also shot at some of Seoul’s iconic locations, including Zaha Hadid’s Dongdaemun Design Plaza, Greem Jeong’s workshop in Hongje, and the stunning timber interiors of Café Undept.
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