ETON COLLABORATES WITH MICHELIN-STARRED CHEF BJÖRN FRANTZÉN

Luxury shirt brand Eton and world-renowned chef Björn Frantzén have collaborated on a new campaign celebrating individuality through the custom-made shirt. The campaign showcases Frantzén’s interpretation of the perfect white shirt and reveals the vision behind it. With six Michelin stars, Frantzén has perfected his craft as a chef. Similarly, Eton has carved its niche as a global luxury shirt maker.

“In every dish, I infuse a piece of my personality – a story that unfolds on the plate. Similarly, Eton breathes life into fabrics, creating custom-made shirts that tell a unique tale with every stitch,” says Frantzén.

“For us, creating the perfect custom-made shirt means being able to choose details and fabrics with world-class quality – just as ingredients are crucial in creating a world-class culinary experience. We collaborated with Björn Frantzén to explore these similarities in a concept of perfection, both style and taste,” adds Janelle Hallberg, Brand Communications Director at Eton.

As part of their creative collaboration, Björn has created his version of the perfect custom-made shirt, which he wears throughout the campaign.