FIRST PERSON LOVER AVATARS ON RUNWAY IN BJÖRN BORG SHOW @FASHION WEEK STOCKHOLM

Last night, in impressive caves on an island in Stockholm, Swedish Fashion Brand Björn Borg, in collaboration with Creative Show Director Bea Åkerlund, treated the Fashion Week audience to an extravagant game-inspired runway show. Celebrating individuality, love and fashion in a digital era, the show served as a teaser for the Björn Borg ”First Person Lover” (not shooter!) computer game, releasing worldwide in January 2015 together with the brand’s SS15 collection.

Around 400 editors, bloggers, actors and artists were gathered to enjoy the brand’s first show on their home market in six years. Eurovision Song contest winner Conchita Wurst flew in to Stockholm to see the show, wearing a custom made Björn Borg body as she entered the show arena. Further, highly respected fashion media representatives from Vogue, New York Times, The Telegraph and Harper’s Bazaar were seen on front row. 

“Gaming and digital animation has a great impact on fashion today and we wanted to pick up on this in the collection and show. Bea Åkerlund has caught the idea of our game, to create some more love in the world, in a fantastic way. We are really exited to show a teaser of the collection and the game to the fashion world” said Björn Borg Head of Design James Lee.

The Björn Borg SS15 show and collection were inspired by fictional worlds where sport and fashion intertwine in a confident and edgy, yet playful, way. Creative Show Director Bea Åkerlund had First Person Lover inspired projections as a backdrop and all models were wearing masks looking like the avatars of the upcoming game.

Comments Bea Åkerlund:

I was really inspired by Björn Borg’s SS15 collection and their ¨ First Person Lover¨ game and wanted to recreate the experience for the audience. My intension with the show was to merge the full emotions of falling in love with how it would feel if you would climb into the computer game just for a second”.

The Björn Borg First Person Lover computer game will launch in January 2015 along with the Björn Borg Spring-Summer 2015 collection.  

Runway Images: https://www.dropbox.com/sh/5suz5a59scb5bma/AACAGE0sKUQlarLb_YEr1I6sa?dl=0

Pernilla Johansson, Global PR Manager, Björn Borg AB

Phone: 46 8 506 655 13

E-mail: pernilla.johansson@bjornborg.com

ABOUT BJÖRN BORG: The Group owns the Björn Borg trademark and its core business is underwear. It also offers sportswear and fragrances as well as footwear, luggage & bags and eyewear through licensees. Björn Borg products are sold in around thirty markets, of which Sweden and the Netherlands are the largest. The Björn Borg Group has operations at every level from branding to consumer sales in its own Björn Borg stores. In total, there are 38 Björn Borg stores, of which 17 are operated in the Group. Total sales of Björn Borg products in 2013 amounted to around SEK 1.5 billion at the consumer level. Group net sales amounted to SEK 499 million in 2013, with 159 employees. The Björn Borg share has been listed on NASDAQ OMX Nordic in Stockholm since 2007.

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ABOUT BJÖRN BORG: The Group owns the Björn Borg trademark and its core business is underwear and sportswear. It also offers footwear, bags and eyewear through licensees. Björn Borg products are sold in around twenty markets, of which Sweden and the Netherlands are the largest. The Björn Borg Group has operations at every level from branding to consumer sales in its own Björn Borg stores. Total sales of Björn Borg products in 2016 for about SEK 1,6 billion, excluding VAT, at consumer level. Group net sales amounted to SEK around 632 MSEK in 2016, with an average of 133 employees. The Björn Borg share has been listed on NASDAQ Stockholm since 2007.

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My intension with the show was to merge the full emotions of falling in love with how it would feel if you would climb into the computer game just for a second.
Bea Åkerlund