Blonde woman in a fitted black sleeveless zip-up romper walking past a yellow taxi on a city street.

Woman wearing dark wraparound sunglasses, black activewear crop top shrug, and grey sweatpants on a sunny street.

Model wearing a red long-sleeve crop top and red biker shorts, holding a bicycle with a black yoga mat strapped across her back.

Woman in a bright red tracksuit with white piping standing beside a black bicycle on a sunny city sidewalk.

Woman with wavy blonde hair in a black sports bra and red jacket tied around her waist leaning on a street pole.

Model sitting on a yellow fire hydrant on a city street wearing a black sports bra, black leggings, and a red jacket tied around her waist.

Woman wearing dark sunglasses and a light grey athletic zip jacket with arms crossed in front of a yellow taxi.

Model posing in a black long-sleeve top and matching black mini puff skirt on an urban city street with crosswalk.

Woman running down a city sidewalk wearing a black cutout activewear jumpsuit, open grey hoodie, and white over-ear headphones.

Woman wearing an oversized light grey graphic zip-up hoodie and white headphones around her neck framed in a doorway.

Woman in sunglasses, black cutout athletic top, and grey sweatpants using a phone on a sunny city crosswalk.

A woman with wavy hair wearing a vibrant red tracksuit rides a black bicycle on a sunlit urban street in front of an orange city bus.

Woman with wavy blonde hair walking across an urban crosswalk wearing a black long-sleeve athletic top and black running shorts.

Blonde woman wearing a black piped windbreaker and red shorts stepping out of a yellow taxi while holding a white cup.

Woman wearing a red balloon-sleeve windbreaker and black biker shorts holding a grocery bag with a baguette while crossing a street.

Bershka ACTIVE 2026

About

The ACTIVE campaign for Bershka captures the pulse of metropolitan movement, seamlessly blending high-energy sportswear with the raw, textured backdrop of city life. Under the sharp creative guidance of fashion director Juan Arias and the lens of photographer Selim Soysal, the imagery moves beyond traditional product shots to embrace a candid, street-style aesthetic. The campaign channels the fluidity of modern urban living, featuring a versatile lineup of performance-driven rompers, vibrant tracksuits, and layered activewear that feel as functional on a bicycle as they do on a crosswalk. By utilizing natural light and intentional framing, the work creates a cinematic quality that elevates the everyday routine of an active individual into a compelling editorial narrative. Techniques such as soft light and dynamic, live-action movement are employed to emphasize the textures of the apparel—from sleek athletic fabric to cozy, oversized hoodies. The project leans into the inherent rhythm of the city, using iconic urban markers like yellow taxis and historic architecture to ground the collection in a relatable, high-energy environment. Ultimately, the campaign delivers a cohesive visual story that feels both aspirational and grounded, successfully positioning the brand as a leader in lifestyle-focused, contemporary fashion that effortlessly bridges the gap between active training gear and polished, everyday streetwear.