The Bjorn Borg Spring/Summer 2014 campaign displays the brand's automotive appeal. Although showcasing its undergarment collection only, the label has done away with the prototypical boudoir or runway, instead opting for an old school car as the primary prop.
Bright headlights lit up varying lingerie pieces in this production. Models Theres Alexandersson and Florian Van Bael sported colorful yellow and green briefs, glitter bras and animal print underwear, showcasing the varying ways in which the classic apparel can be updated.
Given the electric hues present in this line, the apparel actually lights up, especially within the dimly lit garden that Alexandersson and Bael are captured in for these advertisements. Although the scene is certainly difficult to replicate, the items can nonetheless be paired with any day or nighttime ensemble.
Key Themes Behind This Trend
- Automotive Fashion
- Opportunity for fashion brands to incorporate automobiles in their campaigns, creating a unique visual aesthetic that differentiates from traditional approaches.
- Electric Lingerie
- Trend of creating lingerie that illuminates or lights up, adding an extra element of excitement and playfulness to intimate wear.
- Non-traditional Props
- Using non-traditional props in fashion campaigns to showcase versatility and creativity, providing a new layer of interest and intrigue.
Where This Applies
- Fashion
- Fashion industry can leverage unique visual aesthetics by experimenting with non-traditional props to offer a fresh perspective on existing products.
- Automotive
- Automotive companies can explore partnerships with fashion brands to provide unique accessories or clothing that incorporate automotive elements.
- Lingerie
- Lingerie industry can experiment with designing new pieces that incorporate electric elements, creating unique and visually appealing products.
