I think we’re all aware, to some extent, of the contradictions in our consumer-focused world — but that awareness doesn’t stop us wanting more, or wanting better. We’re all trying to find enlightenment through consumption or self-reinvention, which is both sad and quite comical. White Lotus was a major reference point here. Humans are fragile, and it’s healthy not to take things too seriously.
GL: The title “Εδεν” – Eden in Greek – carries a lot of weight. What drew you to that reference, and how does the Aries lens reframe what paradise actually means?
SP: Eden refers to a world before knowledge – specifically, the shift from childhood to adolescence; that first moment of becoming truly awake, and the loss of innocence that comes with it. Social media can represent that shift perfectly: the moment you realise you are seen by others, and that you are not your own entire world. It’s a poignant threshold – the moment you understand you’re a grown-up.
We didn’t set out to reframe Eden so much as to point towards it. There’s a real nostalgia in the images we created, because it is such a magical and irretrievable moment. I’d been watching Pasolini’s Comizi d’amore, in which he also speaks about the sacred, and its erosion through consumerism. The dialogues in our moving image were unscripted, inspired directly by his interview style.
GL: The collection blends what feel like opposing codes – preppy, grunge, playful, edgy. Was there a moment where those worlds finally clicked?
SP: Using the apple as a brand motif was probably that moment. Though my personal favourites are the dresses – cute, but intense.
GL: Hand-drawn graphics feel like such a deliberate, labour-intensive choice in an era of digital-first design. What role do they play in communicating the collection’s emotional core?
SP: The all-over drawings are actually original Cranach woodcuts from the late 15th century. We’d been using them as references, but the Bershka team was happy to license them properly — and they’re extraordinary.