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Björn Borg’s Underwear for Avatars
Posted by Lingerie Talk | September 3, 2014
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So your favorite lingerie brand has a rocking iPad app, hosts a monthly Google Hangout and puts its catalogue on Issuu. Yawn. Does it have its own video game?

Swedish underwear and sportswear brand Björn Borg may be the first label that can answer yes.

The Scandinavian company gave viewers an early look at its next big-concept marketing platform last week, when it sent models down the runway dressed like game avatars — promoting both its SS15 fashion collection and its accompanying computer game.

The game (and collection) will be called First Person Lover and is meant to celebrate “individuality, love and fashion in a digital era,” the company said in a press release. The game will be released in January but the company hasn’t said what platform it will be available on or if it will be a free downloadable app.



For last week’s gaming-inspired runway show during Stockholm Fashion Week, Björn Borg turned its models into expressionless avatars in an underground cave, under the creative direction of Bea Äkerlund.

“Gaming and digital animation has a great impact on fashion today and we wanted to pick up on this in the collection and show,” said Björn Borg designer James Lee. “Bea Åkerlund has caught the idea of our game, to create some more love in the world, in a fantastic way.”

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Joining creative director Bea Åkerlund (left) at the Björn Borg SS15 show was transgender singer Conchita Wurst, winner of last year’s Eurovision Song Contest.

The global underkläder brand created by the former tennis champion is known for dreaming up some of the most creative viral marketing campaigns in the industry, but their wacky promotions don’t always pan out.

Last year, for example, it vowed to “love bomb” a country chosen by its fans with an air drop of free undies. But the project was somewhat hijacked by South Korean website visitors, who mischievously nominated their colorless neighbors to the north.

Conducting an aerial drop over Pyongyang proved impossible, for obvious reasons, but that didn’t stop BB. They sent an undercover journalist into North Korea, armed with a suitcase stuffed with 150 pairs of underwear, which were distributed by hand under the watchful gaze of North Korean guards.

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