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Bonkers campaign for Björn Borg’s new “retro space” inspired Sport Couture range

Björn Borg has unveiled a new “retro space inspired” collection with a surreal gym-based ad campaign. The Swedish fashion label, which takes the name of its ex tennis player founder, has previously specialised in underwear, and this new range comprises 85 garments, each of which is unique according to the brand.

The campaign, directed by Nils Ljunggren, is formed of one 90-second film and seven strange 15-second shorts, which star Xu Box, the mother-and-daughter duo DJ Mimi Xu and her artist daughter Maily Beyrens. To a techno soundtrack, we see the pair perform all sorts of unusual exercises, ranging from standard leg-lifts to that thing you do when you pretend someone else is giving you a cuddle by turning round and caressing your own back.

Bjorn