Bershka

Jun 2026

The Bershka World Cup 2026 campaign bridges the gap between stadium-ready performance gear and high-street fashion, offering a vibrant, hyper-stylized take on international football aesthetic. Photographer Marili Andre captures the essence of the collection through a lens of editorial minimalism, relying on crisp studio strobe lighting and a stark high-key white background to ensure the saturated hues of the national jerseys truly pop. Under the creative guidance of fashion editor and stylist Adonis Kentros, the project leans into a playful, eclectic layering technique that mixes retro sports silhouettes like oversized windbreakers and vintage-inspired jerseys with unexpected accessories such as chunky plastic bangles, newsboy caps, and quilted handbags. The styling is instrumental in redefining the football fan uniform, pivoting away from traditional kit tropes toward a more versatile, trend-driven look. Hair stylist Shiori Takahashi and makeup artist Mel Arter work in tandem to refine the models' diverse aesthetics, ranging from textured wet-look cuts to voluminous, soft-waved styles that feel both approachable and polished. By placing the focus on dynamic, casual posing and bold graphic integration, the campaign successfully positions these pieces as essential wardrobe staples for the upcoming tournament, proving that sportswear can feel effortlessly chic when elevated with the right directional vision and meticulous attention to detail.

Lifestyle, Commercial, Editorial

Studio strobe