Stockholm, September 1, 2017 – Björn Borg held their see-now-buy-now fashion show, VERSUS Borg, at The Royal Tennis Hall in Stockholm, Sweden yesterday. The show was a clear manifestation of the brand’s heritage as a tennis and sports brand and the launch of its new Signature Collection. The new collection is strongly linked to the tennis and style icon Björn Borg himself and to the sportswear of the 1970’s.
The Signature Collection and the Main Fall/Winter 2017 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 Fall Winter 2017. Guinness gave a contemporary interpretation of the limited edition Signature Collection that highlighted the tracksuits in bold colours, sweatbands and sneakers. The Signature Collection is available online. Runway and behind-the-scene photos below.
Video: Studio Bon
Runway Photos: Matias Nordgren
Backstage Photos: Adam Katz Sinding