Swedish fashion label Björn Borg has announced the launch of its spring/summer 2015 collection through an online game experience, First Person Lover. Through the game, a new platform for e-commerce is introduced: in-game shopping with the player equipping their avatar with the new Björn Borg collection to master its enemies. The spring/summer 2015 collection draws on inspiration from fictional worlds including mythical islands, lost worlds and visionary computer games to create a mainly monochrome collection where sport and fashion are intertwined. Key prints in the collection, inspired by water, coral structures and ancient temples, are visible through inserts, paneling and details across apparel, underwear, bags, footwear and eyewear. Styling takes its inspiration from scuba wetsuits through using chunky zips, neoprene, thicker seams and mixing together bright colours with black. The colour palette features black and white, combined with soft shades of grey, pink, orange and mint. Björn Borg underwear, apparel, footwear and bags are available at select retailers and Björn Borg concept stores. The First Person Lover Game is available free online.

firstpersonlover.com
www.bjornborg.com
@bjornborguk