Björn Borg launches its spring summer 2015 collection through a game named First Person Lover; taking the collection inspiration of fictitious worlds to a whole new level.

Björn Borg launches ss15 collection with online game

Björn Borg launches ss15 collection with online game.

Through the game, players can wear key looks from the collection, and even purchase the clothes they wear.

– We have taken the aesthetics from the First Person Shooter games and turned it upside down. We want to offer gamers and shoppers a whole new experience at the same time as we continue our mission to take an active stand for more love in the world, comments Lina Söderqvist, Marketing Director, Björn Borg AB.

In First Person Lover, evil and hatred is taking over a place in the world. Your mission as a Love Agent is to fight the forces of evil with the power of love.

The Spring Summer collection is inspired by fictional worlds like mesmerizing mythical islands, lost worlds and visionary computer games. The collection was first presented at Fashion Week Stockholm last August. More information about the collection here.

– 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.

The First Person Lover Game is free of charge and can be played with Mac or PC at

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