In a stunning departure from the conventional New Year’s narrative, BERHASM presents a raw and evocative campaign, THE MORNING AFTER. Rather than celebrating the polished glamour typically associated with January 1st, this collection captures the unfiltered aftermath of a night filled with revelry, a moment seldom documented.
The visuals spring to life in a cosy apartment, where the remnants of celebration linger. Meet Nina, the photographer turned subject, artfully lounging in a bathtub wearing a black dress and mascara-streaked eyes, a nod to the night’s chaotic charm. Meanwhile, Ilya and Sofi, caught in a bittersweet embrace, remind us of love’s complexity, tangled in streamers and the echoes of their past.
DJ Kaya finds solace beside a vinyl player, desperately trying to keep the last track alive, while Levan, the elder sage of the group, stands adorned in a black jacket, his silver locks glistening under party lights, symbolising the passage of time and memories made.
Adding a youthful vibrance, Liza and Tim exude potential and style, nestled on a bed yet firmly facing their own paths, each embodying their unique identities as they step into the new year.
The campaign has a visual dichotomy, oscillating between the vibrant hues of the party and the stark reality of morning. BERHASM’s collection features relaxed silhouettes juxtaposed with traces of the previous night, wrinkled jackets, scuffed boots, and metallic accessories, each piece telling its own story of celebration and belonging.
“THE MORNING AFTER reflects the true essence of New Year’s, not the flawless celebrations, but the reality of waking up surrounded by friends and acknowledging the value of those cherished connections,” says founder and creative director Beso Turazashvili.
In this beautifully candid portrayal, BERHASM transcends fashion, capturing a moment that resonates with anyone who understands the beauty in imperfect memories and the freedom of self-discovery.
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