Zara's Little-Sister Brand Has Suddenly Become Incredible

Our devotion to Zara shall never be questioned, but recently the fashion stars have been aligning in another direction—all stylish signs point towards the Spanish store's little-sister brand, Bershka. There are many facets to the stable of Zara’s parent group, Inditex: Uterqüe, for example, is the older, more sophisticated sibling; Pull and Bear has a more casual focus; and Massimo Dutti is for the chic businesswomen out there. Bershka hasn't been on our radar because we always assumed it was "too young" for our needs, but it appears that a shift has begun, and those who are in-the-know are paying attention.

Last season came Tamu McPherson in a tremendously photogenic red puffer coat. What was this mysterious cover-up? Bershka. £40. It sold out. (Then we spotted another handful of stylish girls bragging on Instagram that they managed to track one of these winning pieces down), along with a growing hashtag, #BershkaStyle.

Since then we've been firm followers the store's e-commerce drops and it turns out there's plenty of suitable grown-up fashion choices for the discerning 20- or 30-something on offer. Intrigued? Keep reading to see the girls we've discovered making Bershka look brilliant—then shop from some of our favourite pieces.