Blauer USA and James Mollison Reunite for Spring/Summer 2025 Campaign, Celebrating the Fusion of Korean and Milanese Style
In a follow-up to last season’s highly successful “The Soul of Seoul” campaign, Blauer USA has once again teamed up with renowned photographer James Mollison to showcase their Spring/Summer 2025 collection. This time, the campaign takes a closer look at the influences of contemporary Korean culture and how it blends with the iconic style of Milan.
The previous installment of the campaign was set against the backdrop of Seoul’s famous landmarks, but this time the focus shifts to Milan. Against a classic black-and-white editorial backdrop, the South Korean influence is subtly highlighted through a mix of aesthetics from both cities.
Using fashion as a form of self-expression, the models are seen sporting military bombers and parachute pants from Blauer’s Korean-coded SS25 collection, paired with vintage pieces from brand president Enzo Fusco’s personal archives. The star of the campaign is tattoo artist Hyo Seong Kim, who also appeared in the FW24 campaign alongside other up-and-coming Korean talent. In this season’s installment, Kim is seen customizing the label’s iconic leather jacket in a teaser video.
Not only does the campaign celebrate the fusion of style identities, but it also pays tribute to the art and design that are ever-present in both Milan and Seoul. The “Korea/Milan” campaign lookbook and accompanying video can be viewed in the galleries above.
To get your hands on Blauer USA’s Spring/Summer 2025 collection, head to the brand’s website now. Don’t miss out on this unique blend of Korean and Milanese style.
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