Sports fashion brand Björn Borg will launch its spring 15 collection next week using a free web-based game called ‘First Person Lover’, which will feature in-game shopping.
It will be based on a typical first-person shooter-style game and see shoppers dress an avatar in items from the new collection and thentake on the forces of evil by using weapons inspired by the power of love. The three-level 30-minute game will be launched for PC and Mac computers and will enable those playing it to buy featured looks from the collection in an in-game shopping mall.
The spring 15 collection is inspired by fictional worlds including mythical islands, lost worlds and visionary computer games.
Head designer at Björn Borg James Lee said: “It has been extraordinarily fun to see the collection come to life in 3D and have avatars wearing it. The game has taken my vision of fictional worlds to a whole new level. I might be the first designer ever that has his collection bought through a game.”
The game, which was designed by Isbit Games, can be played at Firstpersonlover.com from January 28.
View the trailer for the new game below.