BERSHKA | CUTE UTOPIA

The cutecore trend according to BERSHKA Jamie Reid once again teams up with the brand for its newest campaign. British creative director Jamie Reid is back for a second collab with BERSHKA, bringing a fresh perspective on the latest TikTok trend. While his first editorial for BERSHKA took a deep dive into the season’s hottest trends, he now delves into the trendy aesthetic know as “cutecore”. Like all of today’s trends, cutecore has no hard-and-fast rules, but it does have a source (the kawaii phenomenon) and a place where it has blown up in popularity (social media). Cute is a celebration of the concept of adorableness and childlike nostalgia, the cutecore trend incorporating hyper-feminine elements such as white and soft pastels, lace, and Victorian vibes. Jamie Reid is an Essex-born, London-based creative director and graphic designer who has worked with the UK’s most cutting-edge publications. An admirer of the subcultures of the 80s and 90s that still influence and shape trends, Reid’s is one of the industry’s key perspectives for knowing how to predict interests and identify the ways in which youth culture communicates. SUBSCRIBE TO BERSHKA http://bers.hk/SubscribeToBershka STAY TUNED, FOLLOW US! Instagram: http://bers.hk/BershkaInstagram TikTok: https://bers.hk/BERSHKATIKTOK Facebook: http://bers.hk/BershkaFacebook Twitter: http://bers.hk/BershkaTwitter Pinterest: http://bers.hk/BershkaPinterest Spotify: http://bers.hk/BershkaSpotify