Bryan Adams leads the brand's FW 2026/27 advertising campaign.

Bryan Adams — a legendary musician with 100M+ albums sold — brings a distinctive, authentic visual style combined with decades of fashion photography expertise. The campaign features three emerging British musicians (DYLAN, Cassyette, and Ben Kidson) who represent the contemporary music scene with strong aesthetic identities and unconventional attitudes.

Shot in London, the campaign merges fashion and music naturally, showcasing Blauer's technical outerwear and contemporary silhouettes alongside the artists' personalities. The creative concept delivers intense, essential imagery that reflects the brand's versatile and international spirit, positioning authenticity, individual identity, and genuine personal expression at the core of the collaboration. The entire project emphasizes spontaneous creative synergy between style and musicianship rather than conventional storytelling.