For a man once synonymous with hotel-trashing Britpop excess, Liam Gallagher’s rider on a major fashion was surprisingly…sensible.
No bowls of blue M&Ms, no champagne supernovas, and definitely no TVs through hotel windows.
Speaking at Prolific North Live 2025, Pentland Brands’ Emily Lewis lifted the lid on the behind-the-scenes details of the Berghaus x Liam Gallagher campaign, which became one of the most talked-about brand collaborations of the past year. And his only request, left her suitably surprised.
READ MORE: How Berghaus and Liam Gallagher turned the Oasis reunion into competitive advantage
“He only asked for slightly chilled water and a well-conditioned studio,” she told the audience.
The Berghaus Icons campaign, shot by celebrated photographer Alasdair McLellan, tapped into Britain’s enduring affection for Gallagher and the golden era of 90s terrace culture style. The Oasis frontman had famously worn the brand’s jacket on stage in 1997 — decades before the collaboration — making him a natural fit when Berghaus sought to reignite its “outdoor-meets-fashion” credentials.
“He’s a genuine fan,” Lewis said. The campaign’s timing was serendipitous as it coincided with the Oasis reunion tour creating a cultural frenzy that Berghaus was perfectly positioned to ride.
Murals in Manchester’s Northern Quarter and London’s Shoreditch, combined with bold out-of-home placements and social buzz, helped Berghaus dominate social feeds across the country and beyond.
TheTrango jacket sold out in 72 hours, while brand awareness jumped nearly 300%. The campaign also earned Berghaus coverage in lifestyle titles it had “never been mentioned in before,” Lewis said.
