Blauer Celebrates 25 Years With 'Family Grammar' Installation

American heritage label Blauer is marking a quarter century of family-driven fashion with Family Grammar, an immersive exhibition unveiled at Triennale Milano.

Curated by Felice Limosani, the interactive installation offers an intimate portrait of the Fusco family, captured through the lenses of eleven contemporary photographers. Bruce Weber, James Mollison, David Drebin, Marco Glaviano, Stefano Babic, Richard Phibbs, Branislav Simoncik, Carlo Miari Fulcis, Rosi Di Stefano, Peter Heck, and Riccardo Vimercati each document the family’s five members in distinct visual languages. Together, the works form a layered, transformative narrative that traces Blauer’s 25-year journey and enduring success.

Set within the Salone d’Onore, Family Grammar guides visitors through time via photography and sound installations, exploring Blauer’s cultural impact across both American and Italian territories.

Rounding out the presentation are four leather jackets pulled from Enzo Fusco’s personal archive, reimagined by Chiara Perano and Francine. Hand-painted with floral motifs, the pieces serve as a celebratory tribute to the Fusco family legacy.

Blauer’s 25-year Family Grammar exhibit will open on January 16 at Triennale Milano’s Salone d’Onore. To mark the occasion, Hypebeast sat down with Enzo Fusco to learn more about the anniversary.

What does it mean for Blauer to celebrate its 25th anniversary?

“It is certainly a very important milestone for my entire family. It is a recognition not only that the hard work carried out up to now has had meaning, but also that the direction we have taken is delivering the results we hoped for. Being present for 25 years in a market as volatile as the fashion industry is far from a given, and every step is the result of meticulous study but, honestly, also of strokes of luck.”

How has Blauer’s design language evolved over the last 25 years?

“It has evolved significantly, and in the photographic exhibition we will present at the Triennale di Milano next January 16, this evolution can be felt in every single shot from the advertising campaigns that have told the brand’s story at the exact moment of its development. From a brand with a distinctly American inspiration, it has become a much more contemporary, modern, and urban label — “cool,” as young people would say.”

How does the installation in Milan reflect on the anniversary?

“The installation is inspired by the concept of “family,” in this case, the Fusco family, which also fully represents the company behind the Blauer brand. It is a photographic narrative that, through the work of ten masters of international photography, expresses the idea of family in its highest and most romantic sense: the ability to create harmony by allowing every element to play its own part without discord, like an orchestra that moves its audience through the shared, unified contribution of all its elements. This is why the photographs by all the photographers — reaching their highest expression in the latest advertising campaign by master photographer Bruce Weber — come together as an orchestral installation of 40 ordered and powerful photographic elements.”

How are you looking to push the brand forward after this milestone?

“I don’t spend too much time thinking about the future because I want to enjoy the present as much as possible, but I would be lying if I said I don’t hope to see the brand celebrate its 50th, 60th, or even 100th anniversary. Jokes aside, I hope Blauer can continue to move forward with pride along its own path and establish itself more and more in international markets, collecting successes without too much performance anxiety about the future. My greatest victory is having my family by my side to celebrate this important milestone together with me and with the entire team that supports us and works with us. Dreams are the lifeblood of existence and the driving force behind invention and personal fulfillment, and in my case, they are also a source of eternal youth.”