Yesterday Björn Borg held a see-now-buy-now fashion show, VERSUS Borg, at The Royal Tennis Hall in Stockholm. The show was a 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, presenting a hybrid between old and new points of the brand and clashing retro silhouettes with bold, futuristic performance sportswear.
“This show emphasised what Björn Borg is all about and was an empowering statement for us. Contemporary and prospective, yet true to our DNA and the legacy as a tennis and sports brand. We wanted to state our position as the ultimate fashion sports brand,” says Jonas Lindberg Nyvang, Global Marketing Director at Björn Borg.