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”
No comments:
Post a Comment