TIMELESS monochromes meet an urban edge in Blauer’s latest campaign, as the brand embraces a new partnership with photographer Bruce Weber for its Autumn/ Winter 2025 outing.
Shot against the vibrant backdrop of Miami, the campaign unfolds as a visual narrative where the brand’s identity intersects with Weber’s distinctive vision. A central theme explored throughout the shoot is the notion of family, expressed through a wealth of nuances—bonds, affections, and deep connections. The collection spans bold padded outerwear, utilitarian cargos, and slouchy separates in technical fabrics.
Blauer AW25 Campaign
Blauer AW25 Campaign
“Working with a master like Bruce Weber has been an extraordinary experience. Despite being an icon of photography, he has shown great care in understanding our brand’s DNA and our needs. We are excited by the results and hope to continue this collaboration in future seasons,” said Federica Fusco, Partner, Owner, and Marketing Manager of FGF Industry, emphasising the human and professional value of this creative synergy.
Blauer AW25 Campaign
The shoot aimed to capture a shared energy that came to life on set and radiated through the imagery. Weber himself reflects on the process through the words and sensations that guided his gaze behind the lens: “I’ve always thought of my cameras like people—some are men, some are women, and some defy definition. I think of my Rolleiflex as a beautiful French girl.”
“My Pentax is definitely a handsome Italian man. And my Canon 35mm or the Nikon I’ve been shooting a lot with recently—the one I used for this campaign—are more the undefinables, those who refuse a simple category and refuse to sit still. I’ve found digital cameras to be very cinematic—even when there’s hardly any light, they can run along and keep up with the best of them.”
Blauer AW25 Campaign
When it comes to casting, Weber considers not only appearance but also personality. “Is he or she an interesting character? Can they express themselves? How will they interact with other people on set?” he asks. “Someone might be very good-looking, but it’s equally important that my casting director and I understand where they’re coming from and what their interests are.”
Blauer AW25 Campaign
Blauer AW25 Campaign
In earlier years, Weber often had time to get acquainted with a subject before working together on set. “Today I don’t have that same luxury because everything moves so fast—I usually have to get to know somebody right away. But the basic formula is the same: Is this somebody I’d actually like to know? Because that’s where the feeling of a photograph begins.”
by Chidozie Obasi