Björn Borg launches SS15 collection with revolutionary online fashion game experience

Björn Borg launches SS15 collection with revolutionary online fashion game experience 

Sports fashion brand Björn Borg have launched their SS15 Collection via an online game campaign called First Person Lover HERE

Check out the trailer:

When Björn Borg launches their spring summer 2015 collection, the Sports Fashion brand blows a kiss to the gaming world through presenting their collection not through a commercial, fashion ads or a lookbook, but through an online fashion game experience where their clothes gives the player extra love strength.  Through the game, a new platform for e-commerce is introduced: in-game shopping with the player equipping their avatar with the new Björn Borg collection to fight the forces of evil with the power of love. Equipped with a love glove, you master your enemies with e.g. a hologram kiss blower, a flower petal thrower or rainbow caster made from pink gold, white leather and acrylic glass for the ultimate style experience.   

The game has received a great reception with Kotaku, one of the largest gaming sites in the world, calling First Person Lover ”one of the most fabulous things I’ve ever seen”. Fellow Swede Felix ”Pewdiepie” Kjellberg, who runs the largest Youtube account in the world, calls the game ”The most fabulous game in the universe” with his playthrough of the game receiving over 3 million views so far. American Youtube sensation Markplier calls it “Game of the Year”. 

"We have taken the aesthetics from the First Person Shooter games and turned it upside down. We want to offer gamers and shoppers a whole new experience", comments Lina Söderqvist, Marketing Director, Björn Borg AB.

"It has been extraordinarily fun to see the collection come to life in 3D and having avatars wearing it. The game has taken my vision of fictional worlds to a whole new level. I might be the first designer ever that has his collection bought through a game", says James Lee, Head Designer, Björn Borg.

The First Person Lover Game is free of charge HERE 

Björn Borg SS15 draws its inspiration from fictional worlds. Mesmerizing mythical islands, lost worlds and visionary computer games. A mainly monochrome collection where sport and fashion are intertwined.   The key prints in the collection are inspired by water, coral structures and ancient temples. These prints are found throughout all product groups. The key material trend for this season is mesh. This runs through inserts, paneling and details across apparel, underwear, bags, footwear and eyewear.

Styling takes its inspiration from scuba wetsuits through using chunky zips, neoprene, thicker seams and mixing together bright colours with black. Important colours in the SS15 collection are black & white and combining these with soft shades of grey, pink, orange and mint.

The Björn Borg SS15 collections of underwear, apparel, footwear and bags is available at select retailers and Björn Borg concept stores.

Shop the collection at Björn Borg

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

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

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 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.

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.

“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 First Person Lover computer game will launch in January 2015 along with the Björn Borg Spring-Summer 2015 collection. Shop Björn Borg at http://www.bjornborg.com

HIGHLIGHTS....

GO BEHIND TO SCENES





THE FULL SHOW (A MUST SEE)

MUST SEE - Björn Borg launches Get It On tandem underwear to help combat the spread of HIV

Björn Borg launches Get It On tandem underwear to help combat the spread of HIV

The BJÖRN BORG Get it On collection has been is developed to raise awareness around HIV, which disproportionately affects young people around the world.. One Euro per sold underwear supports the MTV Staying Alive Foundation and an extra fun limited edition tandem pant – a pair of underwear with room for two – is sold with a 100% of the proceeds supporting the MTV Staying Alive Foundation. 

In this video Head of Design, James Lee gives an overview on the GET IT ON limited collection and tandem pant.

The SS14 collection was launched at an exclusive charity event in East London that climaxed in a zip wire stunt where MTV Staying Alive Foundation Ambassador, Becca Dudley, and model boyfriend Jay Hiest were wearing a limited edition unisex tandem Get it On underwear for two. Check out the SS14 launch 

The BJÖRN BORG Get it On special edition pants feature a seductive kamasutra print and are available in two colourways through select retailers. You can get your own pair of BJÖRN BORG Get it On tandem pant at the Björn Borg Get It On webshop and Björn Borg concept stores and you can also join the fight against HIV with the hashtag #getiton 

Björn Borg launches Party Pants SS13 range & Unforgettable Night onlineexhibition

Swedish fashion brand Björn Borg has launched the www.unforgettablenight.com website that presents a guide through nightlife around the world through an online exhibition on the theme Unforgettable Night. Björn Borg has teamed up with Vogue nightlife photographer Pablo Frisk and Berlin club legend Sven Marquardt , world famous for their unique nightlife imagery, who share what makes an unforgettable night ....







The site is a digital exhibition wall for nightlife photographers from all around the world and will work as a photo feed available for anyone to join. It is a photo exhibition, a nightlife guide and a source of inspiration for people living unforgettable lives. A total of six new photographers, one per week will be unveiled on the site. The photographers from Copenhagen, Paris, London, Milan, Stockholm and Amsterdam will showcase fifteen unique photos each, portraying their own unforgettable night spent in six different parts of the world. Through their images we will be able to compare the nightlife of the six different cities and how to make a night unforgettable.

What's more, the unforgettable night online exhibition is open for all nightlife enthusiasts to showcase photos from their own unforgettable nights. By hash tagging Instagram photos with #unforgettablenight photos will automatically be included in the unforgettable exhibition at unforgettablenight.com







The Party Pants are at http://www.bjornborg.com/uk/him/underwear/boxer-brief-short/party-in-these-pants?___store=uk and there is also some more information about Unforgettable Nights at http://www.bjornborg.com/uk/our-brand/unforgettable-nights

New Bjorn Borg footwear

This season, the heritage footwear collection by Björn Borg make way for a new rising star – the Anders.
Available in mid and low versions, the Anders come iin a wide range of colours.

Founded in 1984, Björn Borg takes its inspiration from the unique style and rock-star qualities of the legendary Swedish tennis player, Björn Borg.

The new AW12 Björn Borg collection is available at www.bjornborg.com

Bjorn Borg Footwear

Step Ahead with Björn Borg Footwear


Björn Borg footwear is covering all bases with the AW12 men’s footwear collection.

Whether it’s the more sporty or casual look you are after, this collection has a style to suit all occasions.




Björn Borg is available from www.björnborg.com

BJORN BORG Men's Sportwear launches at Harrods

Björn Borg says Ja! to Harrods


On Friday 7th September, Swedish sports fashion brand, Björn Borg will unveil Björn Borg Sport, a new clothing line. The menswear collection will be available exclusively from the new Urban Sports room in Harrods, for Autumn Winter 2012.

Björn Borg will personally unveil the new clothing range in a special guest appearance at the launch of the new Urban Sports room on the fifth floor of the luxury Knightsbridge store.

It will be game, set and match as a pop-up tennis court takes centre stage on the Urban Sports room, where shoppers will be invited to try out their volley, or relax with a Björn cocktail at the Borg Bar. An array of special Björn Borg models will also be on hand to showcase the new apparel collection.

Founded in 1984, the Björn Borg brand takes its inspiration from the unique style and rock-star qualities of the legendary Swedish tennis player, Björn Borg. This can be seen in the new Björn Borg Sports collection which combines the use of advanced materials with the original style of Björn Borg, making it refreshing, dynamic and fun. The collection consists of the following categories: tennis, running, work-out (women’s collections only), basic sports and sports.

This season the Björn Borg Sport collection takes its inspiration from two sources, Japan and Futurism, an influential, early 20th century artistic movement. These sources of inspiration have been combined to create the ‘blend’ Japanese Futerism, the main theme for the new Autumn Winter 2012 collection.

The new Björn Borg collection will be available from September 2012, exclusively at Harrods.

Björn Borg | Socks

Xmas is on the way and any self respected mens stocking should be stuffed with er.. these stockings... well, socks to be exact.

Coming from the cold frozen north (Sweden to be precise, where they know a thing or two about keeping warm and cosy) and designed by 1970s all round rugged action man, Björn Borg these socks are not only cool but a perfect gift idea this coming winter. Let's face it - They're presents made easy.


Get them here-

Borg and McEnroe team up for underwear collection

Bjorn Borg and his former sports rival John McEnroe have launched an underwear collection. It consists of four designs, two designed by Borg and two by McEnroe and inspired by the 80s.


The collection is currently sold in Selfridges .....