This week, Björn Borg held a spectacular see-now-buy-now fashion show, VERSUS Borg, at The Royal Tennis Hall in Stockholm.
The show was a clear manifestation of the brand’s heritage as a tennis and sports brand and the launch of its ‘Signature Collection’ – strongly linked to the style icon Björn Borg himself and the iconic sportswear era from the 1970’s.
The Signature Collection and the Main AW17 Collection, were showcased simultaneously formed by two armies epitomising retrospective and futuristic features. British stylist Tom Guinness presented a real hybrid between old and new points of the brand – clashing contrasts of retro silhouettes of the Signature Collection and bold, futuristic performance sportswear of AW17. Guinness gave a contemporary interpretation of the limited edition Signature Collection that highlighted the tracksuits in bold colours, sweatbands and sneakers. The Main Autumn/Winter 2017 collection is a representation of maximal-minimal and more advanced technical active wear.
he show took place on the centre court of the classic Royal Tennis Hall in Stockholm, followed by two contrasting armies of models entering the crystal white tennis court. Music produced by and live performance by Simon Littauer. The runway show was livestreamed at bjornborg.com and is to be watched on the campaign site. Signature Collection is now launched and available to shop online.