Fashion is an industry in which crossovers into other platforms provide innovative, inspiring and original ideas. Normally the crossover naturally heads towards music, art and film but Swedish fashion brand Björn Borg have taken a creative step further into gaming.
In impressive caves on an island in Stockholm, Björn Borg, in collaboration with Creative Show Director Bea Åkerlund, treated the Fashion Week audience to their game-inspired runway show.
The extravagant show celebrated individuality, love and fashion in an era consumed by digital technology. The SS15 show and collection was inspired by a fictional world where sport, gaming and fashion intertwine in an edgy yet playful way. The whole look lent itself perfectly to the original theme they intended with the models avatar masks complimenting it perfectly.
It was the brands first show in their home market in six years and was an event not to be missed. Around 400 people gathered along with Eurovision Song contest winner Conchita Wurst, who flew in to Stockholm to see the show, wearing a custom made Björn Borg body as she entered the show arena.
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.
Björn Borg Head of Design James Lee said, “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 excited to show a teaser of the collection and the game to the fashion world”
For more on Björn Borg, visit http://www.bjornborg.com