South Korea, the motherland of K-pop and K-dramas, may be the beauty capital of the world – we wouldn’t have sheet masks without it – but Koreans have more skills up their sleeves. Capital Seoul is a major hub for experimental fashion, rich in innovative streetwear and clean silhouettes. From the finest Gorpcore and technical fits to boxy cuts and polished minimal vibes, just walk down Gangnam or Itaewon and it’s guaranteed you’ll see a dozen drips you’d love to cop. Not to mention the big-budget costume designs in Korean dramas, where characters are dripped down in luxury fits that are worth screenshotting and adding to the moodboard.
This current surge of Korean style is finally hitting the West. And Italian-based outerwear label Blauer has just dropped its new Fall/Winter campaign, “The Soul of Seoul”, inspired by the new wave of Seoul streetwear. With bombers, leather moto jackets and down jackets, the sleek lines and textures of Blauer’s FW24/25 tap into the technical element that Korean fashion does so well.
But, to be honest, technical fits have always been the core of the Blauer legacy – which is why this Seoul-inspired collection fits so well with the label’s aesthetic. Founded in Boston, MA back in 1936, Blauer started off by supplying technical uniforms and jackets to the police, navy and other armed forces.
Today, Italian company FGF INDUSTRY has brought the brand into the fashion market, and while the brand still draws inspiration from its iconic military designs, it also offers a great selection of sportswear.
The FW24/25 campaign was shot by renowned photographer James Mollison in different locations around Seoul, capturing the vibrant vibe of the city – including the cool Sindang-dong neighbourhood, the dystopian Hongje Yuyeon gallery, Zaha Hadid’s DDP, as well as the bridge over the Han River. This new campaign celebrates local talent, showing Korean artists Greem Jeong, Hyo Seong Kim and DJMinju Kim, among others, wearing the collection.
The campaign uses pieces from the FW24/25 collection and combines them with vintage items from designer Enzo Fusco’s personal archive – which he’s been building through the years, souring items from all over the world. Garments such as wool sweaters, denim, camo pieces and flannels were chosen to match the collection's outerwear for a relaxed and experimental vibe.
Blauer always pays a lot of attention in using only the best of quality windproof and waterproof materials that are high-performance and comfortable for any type of wearer, and this collection isn’t any different. The fall/winter campaign blends the essence of the Korean wave of pioneering streetwear with Blauer’s eye for detail and innovative, top-quality garms to showcase the harmony between Seoul and Blauer’s souls.
The collection is available to shop at blauerusa.com
