Berhasm Spring/Summer 2022 Campaign
by Adriano B.
Eastern European fashion collective Berhasm has launched its Spring/Summer 2022 collection with a campaign titled “This Could Be Us But“.
The brand, which is known for raising social causes and fighting for inclusivity, explores Eastern Europe’s social problems and now focuses on racial and ethnic discrimination. Russia, where the campaign was shot, has one of the highest rates of hate crime amid the highest immigration rate in Eastern Europe.
“The international agenda was completely different in USSR, which encompassed 15 republics, and people of totally different cultures and races lived side by side. Things have changed after the Soviet Union collapsed.”
The New Berhasm campaign was shot by Anastacia Belyaeva in a district called “North Chertanovo”, which was constructed in the ’70s as a Soviet utopia, the first area with tall buildings built around the community’s needs with everything one could dream of: shops, sports centers, offices, and public areas. It was a place where people from all over USSR shared a beautifully built space and lived a socialist dream. Nowadays the area seems to live in a parallel reality where all neighbors remain a tight community, children play unattended, dogs run with no leash, everyone is happy and the vibe is very 70s, as it was originally planned by architects of the country which doesn’t exist anymore. This is why Berhasm uses this space and a group of friends who come from different parts of the world to show how Russia could look these days. Building a parallel reality where people see people and not race or any other differences in each other is what brand wanted to achieve.
Regarding the collection itself, Berhasm continues playing with funky t-shirts prints such as “I can be your sugar, baby” and “I fucked your boyfriend”. The whole collection is bright and ready for play.
Producer/MUA: @beznastie
Photography: @phbelyaeva
Styling: @gregory_vid @blackredwhitee
Talents: @sanyabecker @__maleeq @jackchaike
Aries x NTS
GUNTHER Spring/Summer 2022
Syndicate continues to innovate by integrating themes of survival, resilience, and the complex emotions involved in modern relationships.
A collaboration between Dior, the Chanakya School of Craft, and Indian artists Madhvi and Manu Parekh.
Embark on a sensory journey to the Italian Riviera with Neroli Portofino Parfum by Tom Ford.
The Untitlab® FW24 collection is all about embracing the spirit of adventure and the joy of discovery.
This content is part of our latest print issue. You can order your copy at www.fuckingyoung.es/store
Inspiration is a strange creature. You never know where it lives, where it can hide and many times, it appears in… »
The exhibition has been organized by 10-Corso-Como and curated by Alessio de’Navasques.
The wardrobe consists of four pieces, including a leather jacket, a crisp-finish trucker, a matching pair of jeans, and a leather belt.
The campaign celebrates six iconic ambassadors, each embodying audacity, creativity, and self-confidence—the essence of Lacoste.
The collection is a mix of unisex pieces that carry CAMPERLAB’s unique stamp. I
Welcome to Gucci Lido, where luxury meets leisure, and every piece whispers of sun-soaked days.
Smith crafted this collection in a small, personal space, proving that you don’t need a big studio to make something special.
The organization in charge of the LVMH Prize, the most important in the fashion industry for emerging designers, has announced the finalists.
Summer’s around the corner, and Maison Kitsuné teamed up with Vilebrequin to bring a fresh vibe to your holiday wardrobe.
Billionaire Boys Club EU’s Pre-Fall 2024 collection is here, and it’s all about blending outdoor vibes with street-ready style.
PANTALON and Neumann Paper team up to launch a unique line of aromatic papers, blending urban skate culture with the art of fragrance.
We talk to Kristopher Cantu, founder and creative director of the knitwear clothing brand that has taken social media by storm, Knitwrth.
UNNA dropped a new line of running gear that’s all about comfort and keeping things light.
It’s a story of rescue, reinvention, and relentless dedication to sustainability.
During the Balenciaga Summer 2024 Venice installation, 14 distinct styles of the coveted Rodeo Bag await customers.
Antoine at Humankind Mgmt photographed by Schaël Marcéus and styled by Keegan Lathe-Leblanc, in exclusive for Fucking Young! Online.
Japanese fashion house Comme des Garçons presents a collection of wallets with Denim Tears, the brand founded by Tremaine Emory.
Jacquemus unveiled the campaign for its “LE MARIAGE” collection, photographed by Oliver Hadlee Pearch and styled by Katie Burnett.
Whether you need a statement piece or a functional accessory, the Tres table collection offers both, blending art with everyday use in a simple yet sophisticated way.
Dior Men is introducing a new capsule collection that brings a contemporary twist to its classic Cannage pattern.
French fashion house Jean Paul Gaultier announces its next RTW collaboration with designer Shayne Oliver.
A hub of creative activity and dialogue where diverse perspectives converge to inspire meaningful conversations and stimulate cultural exchange.
American brand Aimé Leon Dore presents its Spring/Summer 2024 campaign called “The World’s Borough”.
American fashion and sports companies Bode and Nike jointly design a clothing collection.
Japanese fashion house Comme des Garçons, creatively directed by Rei Kawakubo, presents its first collection of Made in Italy handbags.
The campaign captures the essence of a surfer’s adventure in search of the perfect wave, set along the stunning North Cornish coastline.