Bershka

Aug 2026

The Meg Donnelly x Bershka collaboration marks a distinct shift toward high-energy urban storytelling, capturing the intersection of contemporary fashion and cinematic lifestyle photography. Under the creative guidance of fashion director Juan Arias and lens of photographer Paolo Zerbini, the campaign leans into a polished editorial aesthetic that feels both accessible and aspirational. The project channels the vibrancy of Los Angeles, utilizing city rooftops as a functional stage to showcase a collection defined by structured textures, vintage-inspired layering, and bold color palettes. Throughout the series, the natural light and golden hour illumination provide a consistent atmospheric glue, transforming everyday city architecture into a compelling backdrop for the season's latest silhouettes. By balancing commercial utility with a relaxed, editorial minimalism, the campaign highlights the tactile nature of the garments, from metallic-fastened jackets to precise tailoring. Each frame is meticulously composed to emphasize the interplay between the subject and her dense urban environment, utilizing natural light to cast dramatic shadows that ground the imagery in reality. This fashion campaign succeeds by maintaining a cohesive visual language across diverse settings, ultimately positioning the collaboration as a vibrant reflection of modern city living while underscoring the brand's commitment to trend-forward design. The result is a seamless fusion of fashion-forward sensibilities and raw, cinematic energy that feels intrinsically aligned with the current market.

Editorial, Lifestyle, Horizontal, Commercial

Natural light, Soft Light

Luxury Fashion Houses, Fashion