Swedish sportswear label Björn Borg works in collaboration with Nigerian streetwear imprint Vivendii on a joint capsule that blends both cultural heritages into fashion designs. The duo infuses their upbringings to deliver silhouettes that have cross-cultural references.
The title of the range is 'PRAYING' and it features tees, underwear, and beach shorts, nodding to Nigerian youth culture through some subtle accents including the bleached splashes on the boxers. This detail nods to the issue that surrounds the country's concerning skin bleaching concept. The color palette of the overall collection features teal, black, and pink. Additional details include the black contrasting drawstrings on the beach shorts, the bright blue and red print on the graphic tee, as well as the patchwork branding.
Cross Culturally Influenced Casualwear
Vivendii Joins Björn Borg on a Summer Apparel Capsule
Trend Themes
1. Cross-cultural Fashion - Opportunity for fashion brands to collaborate and create designs that blend different cultural heritages.
2. Youth-inspired Apparel - Potential to tap into the youth market by incorporating elements from youth culture into fashion designs.
3. Subtle Social Commentary - Fashion brands can use subtle accents and details to address social and cultural issues.
Industry Implications
1. Fashion - Collaborative projects and cross-cultural designs provide innovative opportunities for fashion brands.
2. Streetwear - Streetwear brands can explore cross-cultural influences and youth-inspired designs to appeal to their target audience.
3. Apparel Manufacturing - Manufacturers can adapt to the demand for cross-cultural fashion by offering the production of custom designs that embrace different cultural heritages.