Bjorn Borg Spring/Summer collection 2015

Bjorn Borg Spring/Summer collection 2015

The Swedish brand Björn Borg – bringing the name of celebrated tennis player – yesterday presented the Spring/ Summer 2015 collection during the Stockholm Fashion Week. The idea of game becomes a celebration of individuality, love and fashion in the digital era between illusion and reality. The colored and fun sporty-chic suggestions by brand were emphasized by Bea Åkerlund(reminding me of Linda Perry from the band 4 non Blondes), creative show director where it starred models turned into avatars. The event, which featured the winner of Eurovision Song Contest Conchita Wurst, served as a teaser of Björn Borg “First Person Lover” computer game which will be released worldwide on January 2015 together with the Spring/Summer 2015 collection.

STOCKHOLM FASHION WEEK: UN GIOCO, AVATARS & LE DIVERTENTI SUGGESTIONI SPORTY-CHIC DI BJÖRN BORG

Bjorn Borg Spring/Summer collection 2015

Bjorn Borg Spring/Summer collection 2015

Il brand svedese Björn Borg – che porta il nome del celebre tennista – ha presentato ieri la collezione primavera/estate 2015 in occasione della Stockholm Fashion Week. L’ idea del gioco diventa una celebrazione dell’ individuo, dell’ amore e della moda nell’ era digitale tra illusione e realtà. Le colorate e divertenti suggestioni sporty- chic del marchio sono state enfatizzate da Bea Åkerlund (che mi ricorda Linda Perry della band 4 non Blondes), direttore creativo della sfilata in cui sono apparsi modelli trasformati in avatar. L’ evento, di cui è stata protagonista la vincitrice dell’ Eurovision Song Contest Conchita Wurst, ha fatto da teaser al video-gioco Björn Borg “First Person Lover” che sarà lanciato in tutto il mondo nel gennaio 2015 unitamente alla collezione primavera/estate 2015.

Bjorn Borg Spring/Summer collection 2015

Bjorn Borg Spring/Summer collection 2015

 

Bjorn Borg Spring/Summer collection 2015

Bjorn Borg Spring/Summer collection 2015

 

Models as avatars

Models as avatars

 

 

Bea Åkerlund and Conchita Wurst  wearing Björn Borg

Bea Åkerlund and Conchita Wurst wearing Björn Borg

 

 

James Lee, the Björn Borg  head of Design and Bea Åkerlund

James Lee, the Björn Borg head of Design and Bea Åkerlund

 

 

www.bjornborg.com