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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Christopher Beales to dress up Sadie Frost

Sadie Frost wore Christopher Beales’ pinstriped ‘Point Pleated’ dress, jacket and matching pillbox hat to Kate Moss’ wedding.

Sadie also chose to wear a bespoke Christopher Beales dress to host The Rainbow Trust charity event in partnership with Marie Claire on 29 July 2011.

Christopher Beales is the senior tailor at Alexander McQueen. He launched his own label during London Fashion Week in February 2011. 

Along with fashion design, Christopher has worked in costume as a tailor on films including Batman -The Dark Night, Valkyrie, Harry Potter The Half Blood Prince and Robin Hood; and in theatre on Piaf, Twelfth Night and Seasons Greetings, and he has designed and made outfits for Prince, Paul McCartney and The Feeling. Christopher will be showing his spring/summer 2012 collection during London Fashion Week in September 2011.

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Ukrainian label Bevza to feature at London Fashion Week

Famed in the Ukraine for her LWD; a BEVZA staple, the label encompasses the notions of minimalism, modern sleek silhouettes and effortless chic. 


This lux label is no stranger to the catwalk and has showcased at Ukrainian Fashion Week since 2006. Having also showcased numerous times in Russia, Svetlana is now set to take her label to London where she is sure to attract the eyes and glare of the British press.


BEVZA’s Autumn/winter 2011 collection will be exhibited at the Charing Cross Hotel, The Strand on Saturday 19 February 2011 from 7.30pm as part of the eagerly anticipated “A La Mode” London Fashion Week catwalk show,fashion magazines.

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Mulberry & Tim Walker present The Lost Explorer

Mulberry is in bloom for SS11, and at our London Fashion Week shows on September 19th. We invited the audience into a magical, beautiful world of floral fantasies, oversize accents and sumptuous prints.

Held in the Ballroom at Claridges hotel, the room was set up to reflect Mulberry’s own take on the Secret Garden (inspired by the book by Frances Hodgson Burnett) with models emerging from a gate and walking through a ‘garden’ of neon pink roses.

They also received the official Mulberry-sponsored London Fashion Week bag - a canvas tote picturing one of our secret garden bunnies popping out of an oak Alexa! Surrounded by roses, colour and other spring touches our guests were taken from the bustling, metropolitan Sunday into a wonderfully whimsical world with a generous helping of playful surprises and secret garden spirit!

On September 19th 2010 Mulberry and Tim Walker presented The Lost Explorer, a short film based on a Patrick McGrath book about a young girl named Evelyn, who finds a lost and injured explorer at the bottom of her garden. The beautiful, mysterious story was the basis for Tim Walker’s film debut, and the first screening was exclusively for a select fashion audience to coincide with London Fashion Week celebrations. At 8pm the film was shown at BAFTA in the Princess Anne Theatre, following a speech by Kit Hesketh Harvey, who adapted the book for the film.

 

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