Yesterday Björn Borg held a spectacular see-now-buy-now fashion show, VERSUS Borg, at The Royal Tennis Hall in Stockholm and Candid was there to capture this nostalgia-meets-future moment in sports fashion. The show was a clear manifestation of the brand’s heritage as a tennis and sports brand and the launch of its Signature Collection – strongly linked to the style icon Björn Borg himself and the iconic sportswear era from the 1970’s.
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 main autumn/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 activewear.
Tom Guinness explains his involvement and the inspiration behind the styling:
“Björn Borg was a pioneer of personal endorsements making some of the most stylish and recognisable collaborations really early on, and with that said the references are of course Björn Borg’s personal style in the 70’s which was ground-breaking especially for a European sports star. But I also drew inspiration from the disco era and the graphic color blocking of 1970’s sportswear.”
The Signature Collection is now launched and available to shop online.
See highlights from the Björn Borg spring/summer 2018 collection below:
Photography by Mattias Nordström
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