London Fashion Week opens with ‘Turning the Lights Off’

Björn Borg kicks off London Fashion Week with an exclusive event. A short-film was launched on an enormous spray screen over the River Themes with Swedish pop icon Robyn performing in a Scandinavian inspired winter landscape. This event is a step in Bjorn Borg’s increased global fashion brand building efforts and international expansion. 

Björn launches ‘Björn Borg says JA! To turning the lights Off’ campaign.

This event takes place at London landmark Battersea Power Station, which Björn Borg transforms into a miniature Sweden with a pine forest, snow, hot tubs, sauna and Swedish sushi. Outside, a fashion film in 4D directed by award winning Paris Kain will be launched at a 25x50 metre screen of steam over the River Themes. The brand will also showcase their autumn/ winter collection 2012 and offers entertainment with Robyn in an exclusive co-performance with Coco Sumner. 

“A key element in our growth efforts is edgy branding activities such as this event in London, in one of our most important expanding markets. They strengthen Björn Borg in existing markets and prior to expansion to new ones. Thanks to its stable financial position, Björn Borg can invest long-term in future growth”, comments Arthur Engel, CEO of Björn Borg.

Other important parts of Björn Borg’s expansion include an expansion to new markets such as China in 2012, a broadened range of sportswear, global e-commerce and the addition of more Björn Borg stores in Europe. In 2011, total sales of Björn Borg products amounted to almost SEK 1.7 billion excluding VAT, at the consumer level.

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George at Asda launches GFW designer collection

Rory Longdon, winner of the prestigious George Gold Award at Graduate Fashion week in June 2011, sees the full fruit of his hard work as the launch of his first high street collection goes on sale at George at Asda.

Rory won the opportunity to create a capsule Christmas knitwear collection for George alongside a £20,000 cash prize, a 4 week paid placement at George and mentoring sessions from Fashion Brand Director Fiona Lambert. Rory's designs have now come to life in an exclusive, limited, knitwear collection inspired by his winning catwalk designs.

"It's a great feeling to have launched a collection for such a large supermarket, but very surreal too. It's hard to believe people will be buying pieces with my name on them every day. It'll be a weird but amazing feeling to see someone wearing my designs on the street," he said.

With Rory's collection launch comes the announcement that George at Asda will be the title sponsor of Graduate Fashion Week 2012. This will be the second year running the brand supports the event, and will be continuing its commitment to provide work experience placements for new graduates who impress at the event.

George at Asda, Brand Director, Fiona Lambert commented: "It has been fantastic to work with Rory and see his designs come to life in front of our very eyes. Rory's collection presents the opportunity to reach out to an edgier and high-fashion led consumer as well as offering something new and exciting to our loyal George shoppers.

The range promises cutting edge designs with both the wearability and affordability factors which George and Rory are extremely proud of. George strives to nurture and develop young talent across the fashion industry and so we are delighted to launch the beginning of a very promising design career for Rory Longdon as well as to announce our support for the second year by remaining the title sponsor of Graduate Fashion Week 2012."

Rory, 23 from West Hallam, has a wealth of background experience as a Fashion Knitwear Design and Knitted Textiles graduate from Nottingham Trent University, and is now enjoying working at Italian fashion house Max Mara before he embarks on an MA next year. 

 

George at Asda launches GFW designer collection @ Fibre2fashion