Blauer USA's FW24 Campaign Rides "The Soul of Seoul"

Earlier this year, Blauer USA enlisted Elle Macpherson’s son Cy Busson to front its inaugural Spring/Summer 2024 campaign. The renowned American imprint travels across the pond to embrace South Korean culture for its next shoot.

Kenya-born photographer James Mollison captures Blauer USA’s latest collection on the streets of Seoul, collaborating with a slew of local talent across the campaign. From tattoo artists to athletic trainers and musicians, the Fall/Winter 2024 campaign stars Greem Jeong, Hyo Seong Kim, Guy Park, Daria, Alexander, Hwan, Dain, David, and DJ Minju Kim.

Blauer USA’s FW24 “The Soul of Seoul” campaign rides a wave of excellence. The collection pulls inspiration from military uniforms with glistening shearling outerwear, swollen and hooded gilets, camouflage trousers, and padded denim. Blauer USA takes the city by storm, championing its global appeal while embracing Seoul’s cultural diversity and lands at emblematic locations, including Sindang-dong, River Han, Jamsu Bridge, and more.

Take a closer look at Blauer USA’s FW24 “The Soul of Seoul” campaign above.