During Milan Fashion Week in September, Blauer presented B.Glam, an exclusive capsule collection that marks Blauer’s entry into the premium womenswear market.
Characterized by fine fabrics, technical innovation, stylistic research, and a premium aesthetic, the capsule collection reinterprets the brand’s DNA in a contemporary, sophisticated, and fashion-forward way.
The new collection consists of 20 women’s looks and is available at a selection of top international boutiques, offering performance, savoir-faire, and refinement to contemporary, self-assured women seeking a luxurious and refined style that is never ostentatious.
At the intersection of performance and femininity through careful material research, it is made up of taffeta and organza interacting with technical fabrics to create lightweight silhouettes, sophisticated volumes, and modern constructions, while drawstrings, couture details, and exclusive finishes add a strong aesthetic identity.
We spoke about it with Enzo Fusco, president of FGF Industry—the company that manages Blauer—and creative director of the new project.
How did the idea to create B.Glam come about?
This new capsule collection stems from the need to give women a broader space for self-expression within the Blauer universe. In recent years, womenswear has taken on an increasingly significant role, and I felt that our design codes could be reinterpreted with greater freedom, without requiring the main collection to change its nature. This led to the creation of a research and experimentation lab, where outerwear, functionality, and stylistic exploration come together in a more feminine and contemporary offering.
Will the project also include a men’s capsule collection?
The first B.Glam collection is entirely dedicated to women. It’s a capsule designed to explore a new language in womenswear, while maintaining a clear connection to Blauer’s DNA. At the moment, I do not plan to launch a men’s capsule collection.
What is the main inspiration behind it?
The inspiration stems from the meeting of seemingly distant worlds—on one hand, Blauer’s outerwear and functional aesthetic, and on the other, a freer, brighter, and bolder femininity. I’ve reinterpreted parkas, bomber jackets, drawstrings, utility pockets, and silhouettes through color, sheer fabrics, layering, and more refined details, creating pieces that shift in character through styling and accompany women from day to night.
Who designed it?
I personally conceived and designed B.Glam in collaboration with my design department team, drawing on my knowledge of the Blauer archive and my desire to reinterpret its most recognizable elements in a more feminine, free-spirited, and fashion-forward way.
What are its key features?
Outerwear remains a fundamental starting point, but B.Glam is conceived as a true total look. Alongside parkas, bomber jackets, and coats, the collection includes skirts, shorts, pants, leggings, tops, and sweatshirts. These are all pieces that can be freely mixed and matched to create personal and versatile looks.
I focused on combining technical materials with lighter, more luxurious finishes. Nylon, taffeta, organza, and sheer voile coexist with embroidery and Swarovski details, along with interplays of sheen and varied textures. The goal wasn’t to make the product purely decorative, but to give Blauer’s signature style a new sensuality and a more fashion-forward identity.
Who is it for?
B.Glam speaks to a woman who doesn’t define herself by her age, but by the way she dresses. She is a woman who works, travels, goes out, and wants to feel free to interpret technical garments in her own personal way. She seeks femininity and character without sacrificing practicality. She understands the value of a well-made product but doesn’t want to have to choose between comfort, functionality, and style.
Will it be more expensive than Blauer?
B.Glam is positioned as a premium brand, thanks to more extensive research into materials and construction, but it remains consistent with the value for money that Blauer is known for. There isn’t a uniform percentage increase, because the product categories are different: prices start at around €120 for pants and go up to about €450 for outerwear.
Where will you sell it?
Distribution will begin with the s/s 2027 collection in Italy, Germany, and Spain. We’ll work with a selection of multi-brand stores that are already familiar with Blauer and with boutiques that have a particular focus on contemporary womenswear. It will be a selective distribution strategy, entrusted to partners capable of accurately conveying the brand’s identity.
The goal isn’t to be everywhere, but to be in the right places. For a line like this, the quality of distribution is more important than the quantity. I want to build solid relationships with retailers capable of showcasing the project’s value, supporting its growth in a consistent manner.
Is there a specific goal you’d like to achieve?
At this stage, I prefer not to specify a precise number of retail locations: the selection will be made on a market-by-market basis. After Italy, Germany, and Spain, I’d like to gradually consolidate our presence in other European markets as well and, looking ahead, explore broader international opportunities, including Asia.