Trendy East London was populated with the fashion fabulous on Thursday night as MTV Staying Alive Foundation and Swedish Underwear brand BJÖRN BORG hosted an exclusive party at popular night-spot The Truman Brewery on Brick Lane, to mark their brand new, global fashion-infused partnership to lead the fight (in style) against HIV.
To help raise awareness of the unrelenting disease in young people around the world, the two brands ushered in London fashion week by celebrating the launch of their new underwear range – BJÖRN BORG ‘Get it On’ – which hit stores across the UK and Europe this summer. Proceeds from the sales of the karma sutra / military-chic inspired range, created by BJÖRN BORG’S Head of Design James Lee, will go towards the MTV Staying Alive Foundation’s on-going work to empower young people to fight the stigma, spread and threat of the virus by inspiring grantee projects around the world.
To celebrate the launch, 500 party-goers – including British guitar band Lawson, Pussycat Doll Ashley Roberts, Gucci model Robert Konjic, as well as a number of faces gracing the UK music charts, including The Vamps, Loveable Rogues and Vanessa White of The Saturdays, air-kissed, sipped and mingled, enjoying a DJ set by MTV’s own Laura Whitmore, before being treated to a super stylish fashion show of the BJÖRN BORG Spring Summer 2014 range. As the fashion show reached its climax, all eyes looked up as MTV VJ, model and MTV Staying Alive Ambassador Becca Dudley and beau descended from the ceiling to rapturous applause on a zip-wire (lost in a cloud of confetti) in the bespoke “Get It On” tandem pant (one pair with room for two) – of which 100% of the sales proceeds will be donated to MTV Staying Alive.
With the venue abuzz with laughter and spirits high, guests then swarmed the stage area to enjoy a hotly anticipated performance by newly reformed, UK chart-topping girl-band, Mutya Keisha Siobhan (of prior Sugababes fame). And as the midnight hour approached, with the party firmly in full swing, the dance-floor quickly transformed into a hot-bed of energy with DJ sets from the feisty and fabulous London icon Jodie Harsh and popular house DJ Severino!
Speaking at the event, Georgia Arnold, Executive Director of MTV Staying Alive Foundation said, “Tonight really brought to life the chemistry and commitment that the MTV Staying Alive Foundation and BJÖRN BORG have in the fight against HIV.” Arthur Engel, CEO BJÖRN BORG added emphatically, “by supporting the MTV Staying Alive Foundation we want to raise awareness and encourage young people to Get it On safely”.
So as London looks back on a night of celebration with new hope, a heavy head (and a pair of new pants!) we at Viacom International urge everyone – wherever you are – to join the fight, wear your ”Get It On” pants with pride and help us raise awareness to eradicate HIV once and for all.