Blauer’s FW26/27 campaign features musicians, shot by a musician. Captured in London, it features three of the shiniest new faces from the UK music scene, all wearing their own personal take on a hard-working Blauer fit. The brand is a natural fit for tomorrow’s superstars, because its function-first designs ensure they can always perform at their best.

The new collection expertly balances technical innovation with style, worthy even of alt-rockstars. For example, a puffer covered in roses, as seen on Essex ‘nu-gen’ singer-songwriter Cassyette. Also featured: DYLAN, alt-pop performer from Suffolk, and Ben Kidson, south London spoken-word musician. Catch him shooting TikToks on London buses and the Underground, probably wrapped up in his choice of Blauer outerwear. The season’s contemporary silhouettes allow each artist’s personality to shine through, creating perfect harmony between music, fashion and function. 

The campaign imagery was the work of of ’80s Canadian music legend-turned fashion photographer Bryan Adams, who it’s safe to say is well placed for the gig. As well as delivering classic karaoke bangers such as “Summer of ‘69”, as a photographer Adams has worked with brands like Calvin Klein, publications from British Vogue to Vanity Fair, and published five photography books. He also co-founded the Berlin-based art and fashion publication Zoo Magazine. Talk about high performance. 

“It was exciting to work with a diverse group of musicians for Blauer,” said Adams. “We focused on capturing their individuality, maintaining a constant dialogue throughout the process to ensure each artist was portrayed authentically.”

The campaign was realised under the direction of Federica Fusco, founding partner, CEO, and Marketing Director of FGF Industry. “Working with Bryan Adams was a privilege,” she says. “He is a truly multifaceted artist with a rare ability to translate emotion into imagery. Choosing real musicians for this campaign brought a unique energy—artists stepping outside their usual context, yet able to interpret the brand in a way that felt genuine and distinctive.”

Blauer’s FW26/27 campaign combines heritage, innovation and music culture to show that whatever life, and style, demands, your can always give the performance of a lifetime.

Discover the full collection here.