BLAUER unveils its Spring-Summer 2026 campaign, once again partnering with the iconic photographer Bruce Weber. Having established their creative synergy last season, Federica Fusco, CEO of FGF Industry, invites us to experience the brand’s essence through Weber’s lens, all set against the picturesque backdrop of Montauk, an homage to the brand’s vibrant and adventurous spirit.
captured by @bruce_weber
Fusco expresses her excitement, stating, “The Blauer family continues its journey, with wonderful images by the masterful Bruce Weber! This time, we chose the legendary Hamptons, where countless stories intertwine to create an intense and authentic narrative that only Weber can capture.”
Weber’s work is anchored in a profound reflection from his book “All-American.” He elucidates that “exploration leads me to the hidden lives of others,” encapsulating a quest for genuine connection in our fragmented world. This philosophy infused his approach to this season’s shoot, where he pursued adventure through real people, not models. The campaign shines a spotlight on a community woven together by personal stories and affinities, each subject reflecting the tapestry of modern humanity.
Montauk, a former fishing village steeped in history and creativity, serves as a crucial muse. Once a retreat for artists and eccentrics, it now stands as a symbol of freedom and authenticity, the perfect setting to embody BLAUER’s ethos. The collection comfortably melds into this narrative, with pieces that flow with the body, allowing for personal expression and an authentic style tailored for the curious traveller.
Among the captivating faces in the campaign are notable individuals like Danilo Lo Monaco, dancing with grace and energy, and Rachel Harty, whose poetic presence adds layers to the imagery. Weber’s keen eye also found charm in Bram, a sportsman dating back to the modern discovery of talent through social media, and the brilliant Rachel Roberts, whose striking beauty remains timeless alongside her daughter Ava Niccol.
Weber’s return to familiar collaborators, like Vera and Grayson Yurkewitch, highlights a commitment to authenticity across generations. Reflecting on the experience, Weber declares, “When I’m on set, it’s vital to stay curious and embrace laughter,” summing up the campaign as a narrative filled with adventure, connection, and discovery.
BLAUER’s SS26 campaign is a powerful testament to Weber’s vision, inviting us on an adventure defined by curiosity and human connection. It’s a portrait of an expansive family reunion, a celebration of diversity and the stories that connect us all.
