The premiere of Bershka at Sónar 2014 was a real success. Over a hundred thousand people attended the international festival of advanced music and new media art, whose trending topic was the golden necklace the firm designed exclusively for the occasion with the hashtag #Meetmeinsonar.
The showrooms enabled for the artists were key; Massive Attack, Bonobo or Dengue Dengue Dengue wore clothes from the Bershka SS14 collection. The official stand, where music and fashion fused with red leds, received a lot of visitors. Long queues formed to get the golden necklace and take a photo as a souvenir, turning the audience into the festival’s most acclaimed Dj. Some of Bershka’s denim clothes were customized by designers Gori de Palma and Jarapa Jarapa, and an entourage of national and international bloggers wore Bershka total looks, from Miranda Makaroff to Bonnie Strange.