Spanish Inditex retailer Bershka decided to stick to its roots, and so its men’s/women’s spring/summer 2016 campaign is explicitly bohemian. The models cast in the shoot were able to portray the teen generation the brand was built to target, and they were transported to the desert as the campaign’s setting. The photoshoot was designed so nothing stood out excessively; everything had its own place, and a lot of the garments even fit right into the desert concept.
But that is where some inconsistencies can be found. Some garments featured raw edges, which almost gave the impression that the model had been in the desert for longer than she would have liked. Other times, however, the models wore tailored and preppy tops and looked as though they were enjoying a fun vacation day with their friends. Both types of pictures looked great individually, but it made it a rather confusing cohesive campaign. Regardless of the overall portrayal of each shot, the styling was spot on for the location. The hair was always slightly matted, since it’s presumably hot, and the sunglasses aren’t overpowering anything when they are worn.
The Bershka spring/summer 2016 campaign is one that we can see many times among youth-driven retailers, but it always manages to stay fresh. Perhaps it’s due to the fact that the spring campaigns are released when many of us are huddled inside under a pile of blankets trying to stay warm. There’s something so nice about seeing the sun and warmth, even if it’s only in pictures that makes everything a little bit better and hopeful. If that was Bershka’s intent, then job well done – mission accomplished. Now all we have to do is wait until the sun actually warms us up to buy the clothes and wear them out like the stylish models in the ads.
The casting must have been a careful process, since the brand had to maintain a level of youth while still keeping everything fashion-progressive and editorial. And I’d say this was a successful endeavor as well. The women were having fun when they needed to be and working the raw-edged garments in their respective shots. The guys displayed an array of male styles in the youth today, as they cast two men with vastly different appearance types, which will ensure their products will appear more versatile.
And interesting aspect about the Bershka spring 2016 collection is its shoes. There was a pair of low-heeled ankle booties in one shot, and they perfectly completed the whole bohemian outfit and setting, but other than that, the photos were cut off before the shoes. It would have been great to see what else the brand has in its repertoire displayed on this medium, but I guess that does add a little bit of intrigue, since you can find more shoe options on their website. And with their theme of young bohemia, you’re sure to find the perfect set of kicks to finish off any look from the campaign, regardless of when they were released.
Photos courtesy of Bershka