For the Fall/Winter 2025–26 season, BLAUER embarks on its inaugural collaboration with renowned photographer Bruce Weber, resulting in a campaign that embodies authenticity and depth. Set against the vibrant backdrop of urban Miami, the campaign merges BLAUER’s distinct brand identity with Weber’s evocative artistic vision.
At its core, the campaign explores the theme of family, delving into its various expressions: connections, affections, and relationships.
www.instagram.com/blauerusa
www.blauerusa.com
Photography by @bruce_weber
Federica Fusco, partner, owner, and marketing manager of FGF Industry, reflects on the collaboration, stating, “Working with a master like Bruce Weber has been an extraordinary experience. Despite his icon status in photography, he has shown remarkable insight in grasping the essence of our brand and our vision. We are thrilled with the outcome and look forward to possibly continuing this partnership in the next season.”
The synergy felt on set is palpable, capturing a shared energy that resonates throughout each image, as articulated by Bruce Weber himself, conveying the emotions and inspirations that informed his perspective during the shoot.
“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 6 x 7 is definitely a handsome Italian man. And my Canon 35mm, or the Nikon I’ve been shooting 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.
When casting for a campaign like this, I think about who a person is as much as how they look. Is he or she an interesting character? Can they express themselves? How will they interact with other people on set? 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. Years ago, I might have known someone for a long while before we worked on a job together.
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. Since this was my first time working with Blauer, I wanted a larger cast, as it was essential to have flexibility—to pair the right person with the right clothes. I needed to find the right balance and combinations in order to tell an interesting story and get the best pictures. Thankfully, everything Blauer sent was so well-made that it fit each person perfectly. I got lucky. It’s also a family-owned business, so Anne [Christensen, stylist] and I began by imagining the cast as an eclectic family who had gathered for a big reunion.”
www.instagram.com/blauerusa
www.blauerusa.com
Photography by @bruce_weber
