Avatars on runway @ Stockholm Fashion Week

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 excited 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.

A behind the scenes video with Creative Show Director B. Åkerlund & Björn Borg Head of Design James Lee: https://youtu.be/xQTr0jE3BTs

Entire catwalk show: https://youtu.be/4UYQm4RrXEo