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The Soul of Seoul

Blauer presents its new FW24/25 ADV campaign inspired by the Korean Wave: The Soul of Seoul



A unique metropolis provides the setting for Blauer’s new advertising campaign for the FW24/25 season.
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.

World-renowned photographer James Mollison once again succeeds in capturing the essence of the new Blauer collection 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.
From iconic 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.



The campaign offers an authentic interpretation of the collection, in harmony with figures from a variety of different backgrounds. Local characters represent the cultural diversity of South Korea, including artists and tattoo artists such as Greem Jeong and Hyo Seong Kim, professional models like Guy Park, Daria and Alexander, Hwan and Dain & David, a gym coach and a musician, as well as DJ Minju Kim. Shootings took place is some of Seoul’s most emblematic locations, 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. Haebangchon, with its splendid panoramic view over the city of Seoul, completes the set of locations offering astounding backgrounds for every shot.

In this campaign, Blauer celebrates the Korean Wave and its global influence, reinterpreting its own heritage with a modern and, above all, international twist. The FW24/25 collection not only pays homage to fashion, but is a tribute to the culture and creativity incarnated in today’s Seoul.