Written by Menswear Style in Events on the 29th August 2014

Photography by Craig Landale

This 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.

'400 industry creatives 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 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 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.

Bea Åkerlund comments: “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.

Backstage Access at the BJÖRN BORG SS15 Stockholm Fashion Week runway show titled 'First Person Lover' with computer style Avatars as models.