Blauer USA’s SS25 Campaign Frames a Fusion of Style Identities
For the second chapter of its storytelling around the Korean wave.
In a follow-up to last season’s “The Soul of Seoul” campaign, Blauer USA reunites with photographer James Mollison for its Spring/Summer 2025 visuals, continuing to explore the influences of contemporary Korean culture.
With the previous installment set across Seoul’s famed landmarks, the latest campaign flips the narrative to Milan where, against a classic black-and-white editorial backdrop, the South Korean focus is more subtly outlined through a blend of aesthetics from the respective cities. Using styling as a tool for expression, models are seen wearing military bombers and parachute pants from the Blauer’s Korean-coded SS25 collection complemented by vintage pieces from brand president Enzo Fusco’s personal archives.
Heroing the campaign is tattoo artist Hyo Seong Kim, a familiar face from the FW24 campaign where he appeared alongside a cohort of new-gen Korean talent. In this season’s installment, Kim adorns the label’s iconic leather jacket which he is seen customizing in the tease video. As well as celebrating merging style identities, the campaign becomes a tribute to art and design ever present in both Milan and Seoul.
Take a closer look at the “Korea/Milan” campaign lookbook and supporting video in the galleries above.
To shop Blauer USA’s Spring/Summer 2025 collection, head to the brand’s website now.
