Blauer Meets K-Culture. First stop, Seoul!
Blauer’s FW24/25 campaign steps into Seoul’s cultural zeitgeist, which leaves us somewhat unsurprised, considering the global rise in popularity of Korean culture. Ever heard of the Stray Kids or the gorgeous girls from ILLIT? And what about K-dramas? From Mask Girl to Squid Game, it’s no surprise that Korean culture (and subculture) is shaping style trends worldwide.
For its FW24/25 collection, Blauer takes us on a journey straight to the heart of Seoul, South Korea, blending the brand’s roots with the effortless cool and artistic energy of K-culture. Dubbed The Soul of Seoul, the campaign draws influence from the dynamic buzz of the city and its dazzling characters. Shot by photographer James Mollison, it serves up a mix of Seoul’s most vibrant spots paired with a stellar cast, which includes tattoo artist Greem Jeong and DJ Minju Kim.
Diving into the collection, we see everything from shearling and leather jackets to iconic puffer silhouettes, all crafted from materials like wool, nylon and denim. The result? A relaxed, layered aesthetic that merges classic utilitarian style with Seoul’s knack for experimental fashion. It’s a juxtaposition that works, much like how Seoul effortlessly blends its traditional roots with its ultra-tech-savvy present.
This season, Blauer proves that designs are about fluidity, embracing the cultural crossovers that are defining today’s fashion scene. In the Soul of Seoul, Blauer reimagines the intersection between legacy and contemporary design, offering a fresh, global twist to mark a step into its forward-thinking future.
Discover more at blauer.com
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