Avatars take to Björn Borg catwalk ahead of SS15 computer game launch

bjornborg_gaming

Gaming was at the centre of Björn Borg’s spring/summer 2015 show at Stockholm Fashion Week last week, as models wore avatar masks striding down the catwalk with a series of robotic movements.

That strategy was part of a teaser for the brand’s own computer game launch – “First Person Lover”, as it’s called, due January 2015. Further details have yet to be released, though head of design James Lee refers to the premise of the game as being about “creating more love in the world”.

“Gaming and digital animation has a great impact on fashion today and we wanted to pick up on this in the collection and show,” he expressed. In a behind-the-scenes video ahead of the launch, he adds that inspiration was found in the different fictitious worlds of a computer game, from underwater scenes to temples and more.

Projections inspired by the game were placed as the backdrop to the Stockholm show by creative show director Bea Åkerlund, who added: “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 intention 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.”

Check out the highlight reel below…