Blauer has launched its FW24/25 ADV campaign, inspired by the Korean Wave: The Soul of Seoul.
FGF Industry partner-proprietor and marketing manager Federica Fusco wanted Seoul, the incredible capital city of South Korea and epicentre of global trends such as K-pop music, K-drama films and fashions, to be the backdrop for these shots.
From garments inspired by police and army uniforms, to leather and shearling jackets and the famous ultra-light puffer jackets, combined with historic garments from the archives in a variety of fabrics such as knits, wool, nylon and denim to create relaxed silhouettes conveying “a new vision of freedom, overcoming boundaries and keeping up with the times: a successful experiment producing a unique and highly evocative blend”.
With imagery captured by British photographer James Mollison, the editorial captures the essence of the capsule, with images combining breath-taking locations with outfits created by mixing and matching items from Enzo Fusco’s vast archives with selections from the new FW24/25 collection.
Shot on location in some of Seoul’s most emblematic landmarks, such as Sindang-dong, a neighbourhood known for Jung-ang Market and its young artists, Hongje Yuyeon, a gallery under the bridge over the river Hongje, Zaha Hadid’s DDP (Dongdaemun Design Plaza), the workshop of artist Greem Jeong in Hongje, the river Han with Jamsu Bridge, and Café Undept’s breath-taking timber interiors.
In this campaign, Blauer celebrates the Korean Wave and its global influence, reinterpreting its own heritage with a modern and, above all, international twist.
