THE ULTIMATE ROADTRIP
The vision behind the Bershka SS12 campaign is renowned photographer Tom Craig. One of the most prominent photographers, he has been nominated for three consecutive years as the British magazine photographer of the year and European photographer of honor by the Royal Photographic Society.
The ultimate summer road trip getaway focuses on 5 friends in the desert and shot with Tom’s distinctive style that combines elements of documentary-style photography and a peculiar treatment of light. The arid desert land of Joshua Tree, California, is the chosen venue to present Bershka’s Spring/Summer 2012 collection.
The image’s reflect the spirit of Bershka and gives us a glimpse of the season trends. This includes interesting new feminine shapes where acids and fluorescent colors dominate for women and more muted tones for man. Innovative fabrics with carefully crafted finishes are sun bleached and elements of worn tie-dye are present.
The campaign video captures the carefree essence of youth with the five friends running with no care in the world. This summer nostalgic feeling best describes the new Bershka capsule this season.