Being a [patriotic] half-Swede, I’m a bit of a ‘home-crowd’ for the fitness fashion brand Björn Borg, which I featured on my blog trip to Morroco earlier this year. With that in mind, I was elated to receive an invite to the label’s SS15 fashion show in collaboration with the eponymous ‘Creative Show Director’ Bea Åkerlund (stylist to the likes of Beyonce, Lady Gaga, Britney Spears, Madonna and Fergie) and their own head designer James Lee. I hopped on a plane with a smattering of journalists and a couple of hours later we were checking in to Stockholm’s Berns – the city’s core hotel/club/hub for fashionistas, models, bloggers and designers for the week, it would seem. This post is a little round-up of what I found behind the scenes, my thoughts about their collection, and my interview with their designer James Lee!
