TweetBy Jack McCombe, Account Executive.

Sometimes working in PR has its perks and, on Thursday 16th February, a group of the team at Threepipe certainly experienced one of them!

Working with the colourful Swedish underwear brand Bjӧrn Borg, we are responsible for serving athletes with product in order to increase awareness. It was because of this we were fortunate enough to attend their ‘Lights Off’ London Fashion Week party, inviting a number of high profile athletes from across a range of sporting disciplines.

Held within the cavernous Battersea Power Station, the event brought together members of the fashion, media and celebrity world in order to showcase the exciting ‘Light’s Off’ A/W 2012 range of product.

The evening was a celebration of everything Bjӧrn Borg stood for and included some typically Scandinavian additions to the incredible setting. From hot tubs in a forest of snow covered pine trees, sauna area and a performance from Swedish pop icon Robyn to classic Swedish meat balls being on the menu – the evening was drenched in a Swedish aura.

After a few drinks, and once the bulging queue of eager attendees had died down, the lights were dimmed and the fashion show began. Embodying the brand’s image as fun, sexy & colourful it didn’t disappoint. The models, styling dyed eyebrows to match the colour of the product they wore, displayed a range of men’s and women’s styles from the Autumn/Winter collection of Bjӧrn Borg underwear.

Keen to deviate from what has become the norm at London Fashion Week catwalk shows (sultry, stern faced models) Bjӧrn Borg made sure theirs was different with each model encouraged to display their own personality. A cheeky wink here, a cocky crotch thrust there, the models appeared to actually enjoy the show and exhibit exactly what the brand stood for; fun!

Following on from that would be difficult.

That being said, Bjӧrn Borg managed to one up themselves by putting on one of the most incredible projections displays I have ever seen! Fusing fashion and technology, award winning creative visual artist Paris Kain put on a multi sensory experience outside the iconic London location. Through the use of a spray screen (best described as a constant cloud of sprayed water similar to steam) 3D images were projected onto the cloud, showing images of models wearing the new range and even the Northern Lights, much to everyone’s amazement!

After all that excitement, it was time to party….. and boy do Bjӧrn Borg know how to do that.

With performances from the critically acclaimed artist Robyn, Coco Sumner and DJ Jodie Harsh, Bjӧrn Borg showed they can throw a party as well as they make underwear!

It is fair enough to say that Battersea Power Station was rocking until the small hours of Friday morning!