Björn Borg Launches SS15 Collection with revolutionary online fashion game experience

Björn Borg, who have just launched their SS15 Collection via an online game, First Person Lover at, watch the trailer below.


Here at MarkMeets we loved the new approach in fashion marketing, no other clothing company has ever used a game to launch their new collection .

When Björn Borg launches their spring summer 2015 collection, the Sports Fashion brand blows a kiss to the gaming world through presenting their collection not through a commercial, fashion ads or a lookbook, but through an online fashion game experience where their clothes gives the player extra love strength.

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 fight the forces of evil with the power of love. Equipped with a love glove, you master your enemies with e.g. a hologram kiss blower, a flower petal thrower or rainbow caster made from pink gold, white leather and acrylic glass for the ultimate style experience.


The game has received a great reception with Kotaku, one of the largest gaming sites in the world, calling First Person Lover “one of the most fabulous things I’ve ever seen”.

“It has been extraordinarily fun to see the collection come to life in 3D and having avatars wearing it. The game has taken my vision of fictional worlds to a whole new level. I might be the first designer ever that has his collection bought through a game”, says James Lee, Head Designer, Björn Borg.

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Björn Borg SS15 draws its inspiration from fictional worlds. Mesmerizing mythical islands, lost worlds and visionary computer games. A mainly monochrome collection where sport and fashion are intertwined.

The key prints in the collection are inspired by water, coral structures and ancient temples. These prints are found throughout all product groups. The key material trend for this season is mesh. This runs through inserts, paneling and details across apparel, underwear, bags, footwear and eyewear.


About the SS15 collection

Styling takes its inspiration from scuba wetsuits through using chunky zips, neoprene, thicker seams and mixing together bright colours with black. Important colours in the SS15 collection are black & white and combining these with soft shades of grey, pink, orange and mint.

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The Björn Borg SS15 collections of underwear, apparel, footwear and bags is available at select retailers and Björn Borg concept stores.

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