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SPRING/SUMMER 2021
CAMPAIGN

CELEBRATING HANS FEURER

A summit? It’s the only fitting word to describe a meeting between BOGNER and photographer to the stars Hans Feurer. But it’s also a revival, as Feurer is no stranger to BOGNER. Way back in the 1980s his legendary shoots had a lasting effect on the new Alpine style of the brand. To this day Feurer and his camera are constantly travelling between Paris, New York & Milan. Shoot location of the BOGNER Spring/Summer 2021 campaign was Portugal.

IN THE SPOTLIGHT

Feurer’s work-life balance has always been: one third work, two thirds adventure. So a shooting reunion with BOGNER came just at the right moment. The beach and that unmistakable morning light - ideal conditions to show off the new Spring/Summer Collection at its best.

“I LIKE TO SHOW A FREE WOMAN”

Hans Feurer’s vision and aesthetic

Over the past decades Hans Feurer has worked for all the major magazines and countless fashion brands. What makes his pictures special? The natural light and the ever-present power of women in front of his camera.

BOGNER: Mr Feurer, has your approach to photography changed over the decades?
 
Hans Feurer: Honestly, not at all. My approach has always been that of a Zen Buddhist: Leave out the unnecessary, simplify as much as possible, so that the woman and the fashion take centre stage.

BOGNER: The models in your photos always come across as very present and strong, almost aggressive. How do you achieve these images?

Hans Feurer: For me it is all about authenticity; I only work in natural light and almost always outside. And then I ask the models not to make any unnatural poses. I watch very closely and try to get the first shot as quickly as possible, before the situation tenses up. Also, these days I work almost exclusively with a telephoto lens. That offers me the opportunity to highlight exactly what it is that fascinates me about this woman and to emphasise her strength.

FROM THE SEA TO THE CITY

From the beach straight to the city: with the 2021 Sports Collection, every challenge has been met. Teamed with fashion staples, the new functional looks will take you anywhere.

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