Bershka

May 2026

Bershka ventures into the intersection of nostalgia and modern utility with its Genderless Sporty S/S 26 campaign, a collection that masterfully blends athletic functionality with a distinct retro flair. Captured through the lens of photographer Selim Soysal, this editorial project leans into a minimalist aesthetic that prioritizes form, texture, and movement. The imagery utilizes a combination of studio strobe lighting and soft natural light to create clean, high-key visuals that allow the apparel—characterized by bold ringer tees, ribbed tanks, and visor eyewear—to take center stage against stark, neutral backgrounds. By weaving together elements of tennis, basketball, and soccer culture with an unmistakably high-fashion edge, the campaign effectively translates the energy of a classic sports club into a contemporary, gender-neutral narrative. The deliberate use of slicked-back hair and tactile accessories like vintage-style headphones and graphic tennis balls creates an immersive, youth-driven atmosphere that feels both timeless and forward-thinking. Soysal’s compositions demonstrate a mastery of portraiture, utilizing precise framing to highlight the interplay between sportswear and the human form. The result is a cohesive lifestyle campaign that feels refreshingly grounded, proving that minimalist photography is the perfect vehicle for a collection that celebrates boldness through simplicity. Ultimately, this work captures the essence of a modern, active generation, stripping away the unnecessary to focus on the vibrant, fast-paced attitude of the season.

Lifestyle, Vertical, Editorial

Natural light