Bershka launches Dressy for Christmas

Henrik Purienne is the new photography talent behind the Inditex youth brand’s Christmas campaign.

Created in 1998 to cater for a young, fashion-conscious target, Bershka has become a leading force for the Inditex Group.

Now, the Spanish chain has chosen Henrik Purienne, a photographer as cutting edge as its brand values, to shoot its Dressy for Christmas campaign.

A regular on the indie circuit and editor of Mirage magazine, Purienne — with his easy-going, no hang-ups style — is considered the new Terry Richardson of photography. The talented South-African-born photographer travelled to Barcelona to create a lookbook inspired by the 1920s, with a touch of punk.

Elegant and feminine, the Bershka collection, with its volumes, glossy fabrics, fringes and feathers, has been set in a futuristic, fantasy world. The photos were shot with a projected backdrop to create a cosmic effect, adding texture to pictures with a retro feel.

A unique management system and approach to fashion based on creativity has driven the pace of Bershka’s global growth. It now has more than 685 shops, strategically located in 48 countries, including UK, USA, Russia, Qatar, Saudi Arabia, Mexico, Venezuela, Thailand and Singapore.