Blauer, an Italian sportswear brand, has just released its newest fall/winter 2026/2027 campaign shot by Bryan Adams, the Canadian music star of British origins and photographer.
Under the leadership of Federica Fusco, founding partner, CEO, and marketing director, FGF Industry, Blauer has chosen to collaborate for the first time with the international music star. He is appreciated for his long musical career that began in the 1980s and continues until now for many hits such as, to name a few, “Heaven,” “Summer of ’69,” “Run to You,” and “(Everything I Do) I Do It for You.” In addition, Adams has established himself as a fashion photographer and portrait artist since the 1990s, collaborating with renowned fashion houses, international magazines, the 2022 Pirelli Calendar, shooting many show business celebrities and publishing five photography books.
The campaign has a distinctly British feel because, not only was it shot in London, but it also features three rising stars of the contemporary British music scene—Dylan, Cassyette, and Ben Kidson.
Known for their strong individuality, distinctive aesthetic, and independent spirit, these artists embodied the brand’s spirit by letting their personalities shine through spontaneously.
Blauer, which has always prioritized functionality and technical innovation and is characterized by a contemporary urban style, expresses its energy and ability to evolve through this new campaign, thanks to this diverse group of music insiders.
We asked Federica Fusco what this collaboration has meant for the brand’s growth in terms of image, communication, and international expansion.
What was it like to collaborate with Bryan Adams?
Working with him was a privilege. He’s a truly versatile artist with a rare ability to transform emotions into images. The decision to involve real musicians in this campaign brought a unique energy: artists outside their usual context, yet capable of interpreting the brand in an authentic and distinctive way.
We know that the British music scene has always been inspiring, full of ideas and appeal for international consumers. Are the choice of campaign stars and the decision to shoot in London somehow linked to the goal of growing in the UK?
We’ve been working to increase our presence in the British market for a few seasons now, and the decision to shoot there and involve local artists is certainly proving to be a winning strategy, both commercially and in terms of brand identity.
How important is the UK to Blauer? And how much could it grow further?
The UK, like much of Northern Europe, is a complex market, but—thanks in part to our local press office—we’re building a brand identity that’s starting to gain traction. For now, it’s on a small scale, but we have significant growth goals for the medium to long term.
We believe that building a strong brand image is the first step toward successfully entering a new market—and, above all, staying there.
Are you planning to open stores in the country, or have you already opened any?
For now, we’re available in multi-brand stores, but we’re not ruling out the possibility of opening our own retail location; perhaps as a first step, we could start with a pop-up or a temporary store.
What does choosing a renowned Canadian photographer and musician—and the involvement of young British music stars—mean to you, beyond attracting the attention of consumers from different generations?
We were drawn to Bryan Adams’ artistic journey; in addition to being an established musician, he has ventured into the world of photography and become a leading figure in that field as well. Furthermore, the musicians involved in the photo shoot certainly help us increase our visibility among younger audiences, while also connecting us with professionals in the British music industry.
Is this the first time you’ve involved key music stars in a Blauer campaign?
Blauer has always been very attentive to and closely connected with music. However, we usually focus more on our domestic market, Italy, through various activities, including product placement in music videos or at major industry events.
We believe that music is a powerful force for bringing people together and fostering a sense of identity for those seeking a community with which they can identify.
