Swedish underwear brand Björn Borg hosted an extravagant, game-inspired runway show at Stockholm Fashion Week last night.
The show served as a teaser for the brand’s ‘First Person Lover’ (not shooter) computer game, releasing worldwide in January 2015, together with the brand’s SS15 collection.
Around 400 editors, bloggers, actors and artists were gathered to watch the brand’s first show hosted in its 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.
“Gaming and digital animation has a great impact on fashion today and we wanted to pick up on this in the collection and show. [Creative show director] 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 SS15 show and collection were inspired by fictional worlds, where sport and fashion intertwine.
First Person Lover-inspired projections served as a backdrop to the show and all models wore masks to look like the avatars seen in the upcoming computer game.