“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. 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. 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. 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.
Bea Åkerlund has caught the idea of our game, to create some more love in the world, in a fantastic way.
“Gaming and digital animation has a great impact on fashion today and we wanted to pick up on this in the collection and show. Further, highly respected fashion media representatives from Vogue, New York Times, The Telegraph and Harper’s Bazaar were seen on front row. 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. 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.Ĭelebrating 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.Īround 400 editors, bloggers, actors and artists were gathered to enjoy the brand’s first show on their home market in six years.
First person lover avatars on runway in björn borg show week stockholm
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