Fact: Swedish women are universally amazing.
According to NASA, 2012 will have the brightest northern lights display for 50 years. Bringing that awesomeness to London’s West End is Björn Borg.
On the eve of London Fashion Week – aka this Thursday night – the Swedish fashion brand is attempting to recreate the Northern Lights at Batterysea Power Station near the Thames. The multi-sensory event is set to take place at 10:30pm (GMT) in a massive experience that fuses fashion and technology.
To make the event truly unique, Björn Borg is transforming the area into the ultimate Scandinavian experience with a fashion show showcasing the Autumn/Winter 12 collection, a performance from Stockholm’s electro pop star Robyn (fresh from Saturday Night Live), sexy saunas, hot tubs and even a snow covered forest.
With the Northern Lights high up on my to-do list, I love this idea and I’m bummed to be out of town on Thursday, but something tells me attending the women’s day kick-off to carnival in Germany will ease the pain.
Adding to the event’s appeal, I had a chance to see the new ‘Lights Off’ line while walking through Selfridges this past weekend and the eye catching underwear looks great. If you purchase a pair from Selfridges before next Monday, you can customize your pants with a glow in the dark message.
Thursday’s event is by invitation only but it will be live streamed on MTV.com (select countries only) and Facebook.com/BjornBorg from 9pm (GMT). For those who won’t have chance to attend the event or catch the live stream, videos and images will be available at lightsoffshow.bjornborg.com
To follow the event on Twitter, check out @bjornborg, @BjornBorgUK and #bjornborglightsoff.
Thursday night’s teaser video
A teaser video for the new Lights Off line.
