Use the Bash shell's filename expansion and brace expansion capabilities to obtain the filenames:
# display the files and directories that are in the current directory
printf "%s\n" *
# display only the directories in the current directory
printf "%s\n" */
# display only (some) image files
printf "%s\n" *.{gif,jpg,png}
To capture a list of files into a variable for processing, it is typically good practice to use a bash array:
files=( * )
# iterate over them
for file in "${files[@]}"; do
echo "$file"
done