Words by Keanu Adorable
Swedish tennis legend-turned-designer Björn Borg has unveiled his “SIGNATURE” collection at the Royal Tennis Hall during Stockholm Fashion Week. Borg, whose signature Scandinavian style helped formulate the slick ’70s tennis player style, has inspired the likes of Wes Anderson (The Royal Tenenbaums) and George Michael, among others.
The Signature Collection and the Main Autumn 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 Main Autumn/Winter 2017 collection is a representation of maximal-minimal and more advanced technical active wear.
“This show emphasised what Björn Borg is all about and was an empowering statement for us. Contemporary and prospective, yet true to our DNA and the legacy as a tennis and sports brand. We wanted to state our position as the ultimate fashion sports brand” says Jonas Lindberg Nyvang, Global Marketing Director at Björn Borg.
Flip through the runway show below and head over to Björn Borg’s online store to shop the pieces.