Grab your aviators—Blauer is back. This season, the brand has teamed up with Cy Busson, son of model and actress Elle Macpherson, to infuse its SS24 collection with a hint of college heartthrob. A stripped-back shoot allows the spotlight to shine fully on Busson and young model Greta Sader, who smolder together in a series of coordinated looks (blue shirts under leather bombers, technical khaki layering, and summery all-white ensembles, to name a few). It’s a laid-back, all-American his and hers.
In the video, meanwhile, Busson tells us of his varied passions. Film photography, personal style, skydiving, the pursuit of fulfillment, his relationship with his mum… from art to to family to thrill-seeking, there’s a joie-de-vivre here matched by Blauer’s collection, which has a fit for all such endeavors.
This season, three new lines have been introduced: there’s ‘Parachute’, inspired by military uniform but sprinkled with bright colors and tropical prints; ‘WRKWR’, a more casual and practical option with hard-wearing touches like triple-stitched seams; and ‘Fusion’, which, as the name suggests, plays fast and loose with a mixture of styles. As before, there’s the ‘Eco’ line too, which this season boasts a puffer jacket made out of plastic recovered from the ocean.
Blauer, a brand that was originally a supplier of uniforms to US public services (most notably with the Cruiser jacket), continues to do what it does best. Upholding the legacy of the Cruiser, you’ll find a vast array of jackets on offer in the new collection: suede, multi-pocketed, quilted, sleeveless, waterproof, hooded, buttoned, beige, bright… it’s all here. These days the concept of the ‘American dream’ might seem tired and outdated at best—but with Blauer’s ambitious, optimistic and outdoorsy spirit, it’s offering all the good bits.
