Blauer AW24: The soul of Seoul
Blauer's latest campaign takes us to the incredible city of Seoul, where creativity and culture are to be found on every corner
Words: Gentleman's Journal
In association with:
Exhilarating, intoxicating and endlessly inspiring – it’s no surprise that the South Korean capital was chosen as the backdrop for Blauer’s latest autumn/winter 2024 campaign. This season, the Boston-born brand, renowned for its rich outerwear-making tradition, took to the streets of Seoul to celebrate the Korean wave and its ever-growing global influence.
World-renowned photographer James Mollison was tasked with capturing the essence of the new collection while paying homage to the city’s vibrant culture and ceaseless creativity. Shooting took place across Seoul at some of its most iconic locations, including the arty neighbourhood of Sindang-dong; Zaha Hadid’s DDP (Dongdaemun Design Plaza); the timber interiors of Café Undept; a gallery under the bridge over the river Hongje called Hongje Yuyeon; and Haebangchon, which boasts stunning panoramic views of the city.
In typical Blauer fashion, the collection showcases excellent outerwear pieces, including iconic military-inspired leather and shearling jackets, as well as Blauer’s famous ultra-light puffer jackets, combined with historic archival garments in an array of fabrics, including wool, nylon and denim. The result is a series of relaxed silhouettes and rich textures that evocatively harmonise to conjure a new vision of winter dressing.
Overall, the collection is a joyful tribute to the unique metropolis that is Seoul, and everything it has to offer. Each piece in the collection represents a melding of cultures, of worlds, of visions.
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