Icelandic folklore meets contemporary sportswear in the Spring 2019 collaboration between BJORK and Nike. Transporting her fans to Iceland in her futuristic, BJORK Digital exhibitions, the singer is pushing boundaries in fashion and technology, making a Nike collaboration, imminent.

 

Striving for contemporary concepts, Nike aims to show diversity, equality and inclusion in all current campaigns. Through plus size, ethnicity, gender and sexuality, the brand pushes anyone and everyone to ‘just do it’.  The BJORK collection aims to bring diversity of age to the brand, launching a 50 plus Womenswear range. Contemporary cuts, unexpected fabric combinations and vibrant prints, ensure the collection is inspired and pushes boundaries. An element of heritage and personality underpins the collection, where prints are developed from elfish folklore tales; and emerald green, midnight blue and ruby red are picked from the Northern lights. 

 

Silhouettes are contemporary and interpret the dreamlike, fluidity of the concept, with ruffles juxtaposed against bold, exaggerated dimensions. Following the research of the 50+ market, designs are transferrable between the gym and casual wear and are trend driven. The reworked logo and embellished detailing, add an element of sports luxe.