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THIS MOMENT Bershka campaign Spring/Summer '17
THIS MOMENT Bershka campaign Spring/Summer '17

‘This moment’ is an ode to individual expression, where paving the way for personal creativity is more important than ever.

Dubai, UAE, February 22, 2017:  This season the open-minded spirit inundates every sphere, trend and style. Now, more means even more: more volume, more surprising textures, more unusual shapes and more retro inspiration matched with futuristic styles.

For her:
Sportswear is even bolder now, with an updated silhouette - a refreshing take on urban/street style. Pieces stand out for their luxe, athleisure feel, designed using technical fabrics which mimic leather, as well as waxed cottons and nylons which feel like paper to the touch. Essential fabrics for ultralight parkas, our spring/summer icon. Classic sportswear touches - like elastic bands with stopper buttons - have become one of the coolest urban looks this season, with added ruched effects for an updated silhouette. Trousers with a high wrap-waist are back in various textures and versions and has become one of the must-have looks of this campaign.

Two opposing extremes converge in the romantic trend. On one side we see an innocent version inspired by the rustic countryside, with feminine touches and floral motifs. The other gives way to a darker, gothic world; a collection full of contrasts.
We find embroidered tulle, organza, lace and other transparent fabrics as fringe- or border details, as well as other sumptuously soft fabrics like ultra-shiny satin and suede.
Peplums and fringing will create a new sense of volume, above all on dresses this season.

The new luxe is another trend expanding its horizons and whose pieces add a bold edge to everyday life. Sequins, lacquered finishes, jacquard print and full-on embroidery will soon become everyday staples. Pieces in this collection have a clear retro influence: voluminous batwings and shoulders with sharply cinched waists have returned from the 80s.

Denim is here this season too, with refreshed techniques including bleached, heavily distressed and scuffed denim; asymmetric cuts and bleed-cuts. Graffiti-effect prints lend a DIY, customised effect to the denim collection.

For him:
The most ‘spring’ version yet of the Street collection is flying the flag for punk with the coolest prints of the new season: tie-dye, different colour versions of camouflage and of course lettering, still going strong this season.
To add a bit more depth and personality to your summer look, plain colours in warm tones like earth and brick-red are on the up, offering plenty of possibilities.

Denim is being given an overhaul too, with tailored details like rips, stitching, and sketch prints, channelling the 90s through paint spots and tie-dye washes. The last campaign’s cleaner image is being left behind in favour of more premium clothing.

The smart look is reclaiming its roots through straighter lines and shapes which move with the body including key items like the flowing trench coat, tailored trousers and the ‘perfect’ jacket. Brown shades and earthy tones are taking charge and blending with light greys.

Tailored silhouettes are coming together in the Night collection, dyed pitch black with touches of white, minimal lettering on some items. Layering has become a nocturnal essential, where long fit t-shirts are mixing more and more with flowing paper-thin trenches and trousers.

The Casual look is based on a clear Nordic influence with ornate fabrics and varied textures, combined with urban wear like cotton parkas. Off-white is gaining prominence, as are indigos and once again, camouflage print in light tones. As the temperature rises, stripes mixed with floral, romance-inspired prints and yellow shades will be huge.

Improvise, let yourself go. Life is defined by details and great memories. Feel the fresh air of empty spaces and the electric vibes of neon lights. Dance with the sun, play with the stars. Move forward, stand out. The world needs more people like you.Curious and daring dreamers, creators. Different but authentic. Ignore conventions, Stay true to yourself. This is our moment: feel the unexpected. Are you in?


Posted by : Pencell PR & Events, Pencell PR
Viewed 21295 times
PR Category : Fashion
Posted on : Wednesday, February 22, 2017  9:49:00 AM UAE local time (GMT+4)
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