BLAUER has revealed its Spring Summer 2026 campaign, continuing its collaboration with legendary photographer Bruce Weber for a second consecutive season. Shot in Montauk on the eastern tip of Long Island, the series reflects the brand’s focus on freedom, movement and authentic human connection.
Guided by Weber’s philosophy of exploration and storytelling, the campaign moves away from a traditional fashion cast. Instead, it features a diverse community of real individuals, many discovered through personal encounters or social media, creating a visual narrative that feels more like an extended family portrait than a conventional campaign.
Key figures include Czech National Ballet principal dancer Danilo Lo Monaco, poet and model Rachel Harty, and Rachel Roberts, who reunites with Weber decades after their first collaboration for Vogue Italia, appearing alongside her daughter Ava Niccol. Younger creatives such as Vera, daughter of Ukrainian artist Zoya Cherkassky, and long-time collaborator Grayson Yurkewitch also feature, reinforcing the campaign’s cross generational perspective.
Montauk, long associated with artists and photographers, serves as both backdrop and inspiration. Its coastal landscape and creative history align with the relaxed, documentary-style imagery that defines Weber’s vision for SS26.
Clothing plays a supporting role within the storytelling. Pieces from the new collection prioritise functionality and ease, with lightweight layers and adaptable silhouettes designed to move naturally with the wearer. Rather than dominating the imagery, the garments act as tools for self expression, reflecting BLAUER’s approach to practical, modern style.
Overall, the SS26 campaign centres on curiosity, individuality and genuine connection, presenting adventure not as a destination but as a shared experience shaped by the people within it.