A brand anniversary does not always go beyond the celebration. In the case of Blauer, its 25 years became an experience that combined fashion, culture and memory. In the heart of Milan, at the Triennale di Milano, the brand presented Family Grammar, an installation that revisited its trajectory through images, sound, architecture and design. Esdemarca was there to experience it and tell the story from the inside.
ESD MAGAZINE
By: Sergi Pijoan (Esdemarca Brand Manager)
A sensory installation for a collective history
More than an exhibition, Family Grammar was conceived as an immersive narrative. In the Salone d'Onore of the Triennale, easels, photographs and sound pieces led visitors through a journey that explored Blauer's identity from its roots in Boston to its evolution under the Italian vision of the Fusco family. The narrative was not limited to displaying garments or milestones: it proposed a reflection on the sense of belonging, the generational bond and the strength of a community around the brand.
With works by internationally renowned photographers such as Bruce Weber, James Mollison or Rosi Di Stefano, the exhibition built a visual journey in which each image offered a different perspective on the Blauer universe.
Blauer's celebration also looked to the present. Collaborations such as the reinterpretation of leather jackets from Enzo Fusco's personal archive, by the artist Chiara Perano, showed how the brand connects its legacy with a current vision of sustainability and upcycling.
Among the more than 700 guests who attended the opening were personalities from the cultural and creative sphere, along with key representatives of the brand itself. The celebration was attended by Enzo Fusco, the Italian entrepreneur who led the expansion and consolidation of Blauer in Europe, accompanied by members of the Fusco family (including Silvana Fusco, Federica Fusco D'Amore and Giuseppe D'Amore), essential figures in the contemporary evolution of the brand. International guests also attended, such as the artist Gene Gallagher and the rider Michele Pirro, as well as Esdemarca, represented by Esteban Blázquez (CEO) and Aníbal Blázquez (Partner & Purchasing Manager), invited by the brand to accompany this anniversary in Milan.
The celebration also included a live musical moment with a performance by the Italian artist Rose Villain, whose performance reinforced the cultural character of the gathering and added an emotional dimension to an evening conceived not only as an anniversary, but as a shared creative experience of fashion, art and music.
The result was an event that engaged with the history of fashion, memory and the values that have defined Blauer as a benchmark in technical garments and premium fashion, in a format where culture and style coexist naturally.
Blauer's 25th anniversary was not a static retrospective, but a celebration of shared identity: that of those who have taken the brand from technical functionalism to contemporary cultural and aesthetic expression. For those of us who were there, the celebration was a demonstration of how fashion can achieve a narrative dimension that transcends the rails and takes root in collective memory.
Like Esdemarca, Blauer bets on stories that matter, on connections that go beyond products and on reflections that connect the consumer with the essence behind each garment.
All photos and videos were taken by the Esdemarca team.
Esdemarca · Copyright © Fusion Lab, S.L. 2026 B66138827 · Calle Recerca, 1, 08850 Gavà (Barcelona), Spain
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