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Last night, 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

Around 400 editors, bloggers, actors and artists were 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. Further, highly respected fashion media
representatives from Vogue, New York Times, The Telegraph and
Harper's Bazaar were seen on front row.

"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 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.

Comments Bea Åkerlund:

"I was really inspired by Björn Borg's SS15 collection and their ¨
First Person Lover¨ game and wanted to recreate the experience for
the audience. My intension with the show was to merge the full
emotions of falling in love with how it would feel if you would climb
into the computer game just for a second".

The Björn Borg First Person Lover computer game will launch in January
2015 along with the Björn Borg Spring-Summer 2015 collection.

Press images:

Runway video:

Photograpy by Bon

ABOUT BJÖRN BORG: The Group owns the Björn Borg trademark and its core
business is underwear. It also offers sportswear and fragrances as
well as footwear, luggage & bags and eyewear through licensees. Björn
Borg products are sold in around thirty markets, of which Sweden and
the Netherlands are the largest. The Björn Borg Group has operations
at every level from branding to consumer sales in its own Björn Borg
stores. In total, there are 38 Björn Borg stores, of which 17 are
operated in the Group. Total sales of Björn Borg products in 2013
amounted to around SEK 1.5 billion at the consumer level. Group net
sales amounted to SEK 499 million in 2013, with 159 employees. The
Björn Borg share has been listed on NASDAQ OMX Nordic in Stockholm
since 2007.


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