BLAUER presents its new advertising campaign for the Spring–Summer 2026 season, and Federica Fusco, founding partner and CEO of FGF Industry, renews its partnership with legendary photographer Bruce Weber for the second consecutive season. The shots were taken in Montauk, a setting that reflects the brand’s free, bright, and dynamic spirit.
„We are thrilled that the Blauer family continues its journey this season, with the wonderful images by the masterful Bruce Weber! This time we have chosen the legendary Hamptons as the location. So many characters, so many intertwined stories, united in a single, intense and authentic visual narrative, as only Weber can capture through his lens,“ says Federica Fusco.
The project opens with a reflection by Bruce Weber on this collaboration, taken from his book „All-American“ and chosen as the key to understanding the entire campaign: „For me, exploration is a journey that leads me to the hidden lives of others. Adventure is useful to the extent that it brings me closer to stories inaccessible to others. The moments described are nothing more than attempts at connection in a disconnected world.„
This is the idea that guided Weber in his approach to the Spring–Summer shoot for BLAUER, which he approached — as he himself says — “in search of adventure”.
The campaign takes shape through an extended family of real people, met by Weber during his most recent experiences. Not a constructed cast, but a diverse community, made up of bonds, affinities, and personal stories. Many of the protagonists are not professional models: they are individuals chosen for who they are and what they have to say.
The backdrop for the campaign—and a constant source of inspiration in Bruce Weber’s personal and creative journey—is Montauk, a place to which the photographer has had close ties for decades. On the eastern tip of Long Island, this former fishing village three hours from New York was a remote and almost untouched place in the 1960s and 1970s, populated by eccentrics and creatives, and quickly became a haven for photographers and artists such as Richard Avedon, Andy Warhol, Peter Beard, and Julian Schnabel. Weber arrived in those years, drawn by a free creative community and a powerful natural landscape of ocean, wind, and open horizons. Over time, Montauk has become a popular tourist destination known for its beautiful beaches, while managing to maintain its small-town charm and spirit of freedom and authenticity. This energy resonates with the BLAUER SS26 campaign, where adventure, connection, and discovery become a visual language.
Clothing also plays a part within this narrative – pieces from the BLAUER Spring-Summer 2026 collection move with the body without imposing themselves, becoming instruments of personal expression rather than mere aesthetic elements. Worn, lived in, interpreted, the outfits adapt to different personalities, reflecting an idea of authentic, free, and functional style, designed for those who travel the world with curiosity and awareness.
Among the subjects of the shots, Weber highlights the energy of Danilo Lo Monaco, principal dancer of the Czech National Ballet in Prague, whose „sense of movement and performance helped the rest of the cast loosen up,“ creating a spontaneous and fluid atmosphere on set. Of Rachel Harty, a poet as well as a model, Weber says: „I love having a poet around, because they manage to convey such sensitivity in every photograph I take of them.“
Discovered the „modern“ way, through social media, Bram struck Weber with his dedication to sport and a charm that the photographer described as „an actor out of a Bergman film, but a hippie version.“ A mix of rigor and naturalness that is reflected in the campaign images.
A significant return is that of Rachel Roberts, the model-turned-actress, with whom Weber first worked in 1997 for Vogue Italia: “She is as stunning today as she was then,” says the photographer, who also wanted to include her daughter Ava Niccol, described as “a lovely, down-to-earth girl.”
Great attention is also paid to the younger generation. About Vera, daughter of Ukrainian artist Zoya Cherkassky, Weber observes: „She doesn’t smile much, but she has a very strong presence in front of the camera.“ Regarding Grayson Yurkewitch, he describes a bond that spans decades of shared work with his family, calling him simply „fantastic“ on set.
Weber sums up the entire shooting experience as „full of adventures and discoveries.“ For the photographer, in fact, „when I’m on set, it’s important to always be curious and have a good laugh,“ because „you never know when a change of direction will take you somewhere exciting and unexpected.“
The new BLAUER SS26 campaign perfectly reflects this spirit, portraying Bruce Weber’s unmistakable vision, and expressing an idea of adventure built on curiosity, humanity, and authentic connections. An adventure measured not only by the places travelled, but above all by the people encountered, their gestures, and the stories they bring with them. The campaign is constructed as a portrait of an extended family reunion, a spontaneous collection of individuals of different ages, backgrounds, and experiences, united by a natural openness to others.
