Taking over The Royal Tennis club in Stockholm, the iconic swedish tennis player Björn Borgs brand named after him impressed presenting their SS18 collection. With a set dressed in our favorite color, white, wowed the worlds leading fashion elite with a fascinating show.
I got the opportunity to interview the design team before the runway show- below you have all the answers about the collection, their inspiration behind it and the brand’s view on important questions such as sustainability in the fashion industry. Enjoy!
This year you´ll present an open ”see-now-buy-now” collection for the public, which is very different from your previous presentations. For example, your last collection was more for the eye of the fashion/art-crowd. So what is the thought behind this change of direction?
We don’t do fashion shows every season, but when we do, it’s because we have something special to show. Last time we did a small presentation of our Craig Green collaboration, but this year we are focusing on our Signature Collection – a collection connected to the movie BORG which has premiere shortly after our show. We always want to be close to our consumer and be at the forefront of the industry. We are showing at the Royal Tennis Hall in Stockholm, a big arena, which gave us the chance to invite the public as well as media, influencers and celebrities.
The film BORG (a movie about Björn Borg’s life) premiered the 8th of September. Is there any references from the movie in the collection? Is it somehow inspired by ”BORG”? Or else, what is the collection inspired of?
Yes, the Signature Collection is closely connected to the BORG movie. We have produced all the clothes for the movie together with the costume designer Kicki Illander and the seamstress Phia Hokkanen. And along with that we also wanted to create a collection for the consumers. The inspiration comes from Björn Borg’s successful years in the end of the 70’s, but adjusted to attract today’s consumers. You can say that we’ve taken the best of 70’s sports fashion and applied silhouette’s, fits, colours and materials from today’s fashion.
About a 1,5 years ago we interviewed Björn Borg’s marketing director Jonas Lindberg Nyvang. When we asked him about how the brand’s future aspirations, he answered: to work even harder and more passionate to build a strong sports brand, and always to try to surprise the market with something new.
Will this presentation be a surprise to both the market and the audience? And how has the prospective vision of Björn Borg changed since last spring (2016)?
We always try to surprise and do something special. Since 2016 we have continued to deliver great technical and functional sportswear for both men and women and the response from our consumers has been great. One example is a new line of performance underwear launching this season called ICE BORG, where we use a high technological fabric for the first time called Nilit Breeze. It helps to adjust your body temperature for ultimate comfort and performance. The fibres in the fabric have a unique cooling effect and is very soft on your skin.
Lastly, what is your attitude to sustainability in the fashion industry? How will Björn Borg evolve as an environmental friendly brand?
At Björn Borg we embrace our responsibility for how people and the environment are affected by our operations and take actions to minimize negative impacts, including encouraging production partners and consumers to see their role and change their behavior.
The challenges of reduced access to essential raw materials and our shared responsibility for the environment and our climate are a reality as the earth’s population grows and consumption accelerates. What is clear is that everyone will have to do things differently in the future. As part of an industry with a major environmental impact, we have a role to play in reducing that impact. Driving us is a conviction that we can make a difference. We work with everything from design, textile production, manufacturing, shipping, packaging, operations and recyclability.
We thank the fantastic Björn Borg team for the inside interview and of course for a spectacular show. We can’t wait until next time!
Featured image: rodeo.net
Other photos: Editor Joy Karlström Thunberg