(images © Björn Borg)
Last Thursday I headed east to The Old Truman Brewery located on London's hip Brick Lane for the launch of Björn Borg and MTV's #GetItOn collection. Looking back to the London Fashion Week opening party the Swedish brand threw a couple of seasons ago at Battersea Power Station, I knew we'd be in for a wild night that I'd regret the next day as I'd struggle through shows like after their last bash but you're only young once, right?
After slightly perving (read drooling) over the almost naked models in the fashion show, we drank "Climax on the Beach" cocktails while Laura Whitmore took the decks. An hour or so into the party and we were told to head towards the stage by MTV presenter and party host Becca Dudley for the special guests of the party. The opening notes of Overload began and unveiled before us were the original Sugababes. The crowd went wild and we all joined in when it hit the chorus, although there were many a 25 year old who knew every word among the crowd!
After one too many cocktails - surprise - we headed to Sessions at Corsica Studios to carry on our night with goody bags in hand that included our very own pair of #GetItOn pants from the collection, which have been developed to raise awareness of HIV around the world.
”HIV is something that affects young people of today and it deserves all the attention it can get. By supporting the MTV Staying Alive Foundation we want to raise awareness and help to get the message across to the young crowd”, says Arthur Engel, CEO Björn Borg.
"I think it's really important to remember that sex is part of human nature and that young people, in particular, are always going to be 'getting it on'" says Georgia Arnold, Executive Director, MTV Staying Alive Foundation. "There's been so much progress in the field of HIV and AIDS over the past three decades but nothing has been as definite as knowing that prevention is the best cure. With the BJÖRN BORG Get it On underwear range, we will be raising both awareness, and also money to go towards supporting our on-the-ground HIV prevention projects in Europe, helping achieve our aim of an HIV-free generation."
A ridiculous party, a cool collection and a great cause, congratulations Björn Borg and MTV!