Cannes Lions

The skin collection

GARBERGS, Stockholm / BJORN BORG / 2016

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Scale Drawing

Overview

Entries

Credits

Overview

Description

So-called “nude” underwear traditionally only caters to white skinned individuals, offered in tones like beige or blush, despite the fact that an 84% majority of the world’s population has a skin tone other than the standard “nude” colour. To put the light on this inequality, Björn Borg introduces the Skin Collection – an underwear line in six shades of human, following the Fitzpatrick skin scale*.

The collection was launched on the United Nations Racial Discrimination Day on March 21, 2016 through selected stores and through the Björn Borg web shop, www.bjornborg.com.

Execution

The underwear were made in a lightweight polyamide material for a close-to-nothing sensation. The tonal waistband features an embossed Björn Borg-logo that adds a premium look. The underwear comes in a pack of one. The material is 86% polyamide and 14% Elastane to maintain high breathability and comfortable fit. The Skin Collection comes in a hotpant for her and short shorts for him in six different shades based on the Fitzpatrick skin scale.

Outcome

The campaign has received international praise in social media and by journalists. Several international fashion outlets have reported, such as Metro, Marie Claire, Elle and Mic. Leading to over 20 000 pieces of underwear sold and 210 % increase in traffic to bjornborg.com.

Mic: ”Björn Borg's New Underwear Line Proves "Nude" Is Not a Color”

Marie Claire: "An underwear collection for all skin tones"

Elle: "Björn Borg launches nude collection for all skin tones"

Metro: ”Go Björn Borg for launching underwear for all skin tones!"

Interview: ”Six shades of human"

Out Magazine: ”Daily Crush: Skin underwear by Björn Borg”

Fucking Young: ”Björn Borg launches “nude” underwear for all skin tones!”

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