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.

#bershkastyle girls

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(Image credit: @nadiabove)

Style Notes: The store is a destination for effortless, inexpensive, wear-anywhere pieces like Nadia's cargo pants.

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(Image credit: @thrivesociete)

Style Notes: Its on-trend accessories and shoes are always worth checking out, like this chic, leather-look bumbag. 

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(Image credit: @dillymaisie)

Style Notes: Dilly's Bershka jumpsuit is precisely what we want to be wearing right now.

Related: Winter 2018 Fashion Trends: The Only Looks You Need to Know

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Hannah Almassi
Editor in Chief

Hannah Almassi is the editor in chief of Who What Wear UK. Hannah has been part of the the Who What Wear brand since 2015, when she was headhunted to launch the UK sister site and social channels, implement a localised content strategy and build out the editorial team. She joined following a seven-year tenure at Grazia magazine, where she led front-of-book news, fashion features and shopping specials as fashion news and features editor. With experience in both print and digital across fashion and beauty, Hannah has over 16 years in the field as a journalist, editor, content strategist and brand consultant. Hannah has interviewed industry heavyweights such as designers including Marc Jacobs and Jonathan Anderson through to arbiters of taste including Katie Grand and Anna Dello Russo. A skilled moderator and lecturer specialising in the shift to digital media and e-commerce, Hannah’s opinion and work has been sought by the likes of CNBC, BBC, The Sunday Times Style, The Times, The Telegraph and MatchesFashion.com, among many others. Hannah is often called upon for her take on trends, becoming known as a person with their finger of the pulse of what’s happening in the fashion space for stylish Brits.

Hannah currently resides in Eastbourne with her photographer husband, incredibly busy son and highly Instagrammable cat.