Concentrate on the Essentials

Star photographer Hans Feurer says that the fact that he has been responsible for the visual language at BOGNER since 2020 is a “nice reunion” – a reunion because the Swiss national had already created iconic photographs in his own unmistakable style for BOGNER in the 1970s and 80s. Back then, he created photographs that still stand for an entire era today. With his very own signature, Feurer shaped the fashion house’s New Alpine Style – and he is setting the tone again now. After he had photographed the BOGNER Fall/Winter Campaign 2020 in Engadin, he took the photographs for the Spring/Summer Collection 2021 in the Algarve in Portugal. In the soft, golden morning light, Feurer staged the summer fashion on the beach in a unique way – according to his own principles, which he once defined as follows, “My approach is that of a Zen Buddhist. Leave out anything that is superfluous, simplify everything as much as possible, so that the model and the fashion take center stage.”