BJÖRN BORG has announced that for the very first time, it will be showing its limited Signature Collection at Fashion Week Stockholm – exclusively created to celebrate the sports legend and style icon Björn Borg. The runway show ‘V E R S U S ‘ is a tribute to the brand’s heritage and future empowerment as the ultimate sports fashion brand and will be a monumental manifestation held at the renowned Royal Tennis Hall in Stockholm. The collection is created in relation to the already announced collaboration between BJÖRN BORG and the movie “BORG”. With ‘V E R S U S’ BJÖRN BORG will create a visual representation of the infamous saga of rivalry between the two tennis players Borg and McEnroe – righty vs. lefty, defender vs. attacker, ice vs. fire, machine vs. mad genius. Also, BJÖRN BORG is making a foray into the ‘see now, buy now’ concept when, unlike many other brands during Fashion Week Stockholm, showing pieces that will be available immediately after appearing on the runway. This is one of BJÖRN BORG’s initiatives to celebrate its heritage as a sports fashion brand and to act in the forefront with a shoppable runway that will benefit BJÖRN BORG to move closer to its public audience. Collections to be shown will be the limited edition Signature Collection as well as Main Fall Winter 2017 Collection.

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