By Rachel Gallaher
By Rachel Gallaher
Say the name Bogner and most people think ultra-high-end ski gear—the stuff you see flying down the slopes (or in the lodges) at St. Moritz or immortalized in a Slim Aarons photo—but for those looking for something a little more free-spirited, the company’s Fire+Ice line has released its Spring/Summer 2021 collection, which is inspired by the relaxed lifestyle of the Hawaiian Islands.
“Fire+Ice was first introduced by Bogner as a fresh fashion line that uniquely met the needs of both snow enthusiasts and mountain lovers and was inspired by the legendary movie Fire and Ice by [ski legend] Willy Bogner,” says Tom Becker, head of design at Fire+Ice. “For more than 30 years, the Fire+Ice collections have focused on technical gear and performance paired with a fashion approach that ensures each piece can function anywhere. The result is a look that effortlessly crosses the boundary between mountain and city.”
For its spring campaign, Fire+Ice chose to focus on real people doing real things in its clothing to show that not only are its pieces—which range from neon green sweat suits to tropical-printed puffer jackets—practical and comfortable, but that they work for a range of activities from weekend surfing to running evening errands. The relaxed silhouettes and comfortable fabrics track with the less-formal work-from-home aesthetic that's come to dominate our video calls and digital desks. In other words, these clothes are practical, but they don't lack style.
“We don’t just shoot models but real individuals in their own environment and daily life,” Becker says. “For Spring/Summer 2021 we followed [four pro surfers] Mor, Vahine, Robert, and AJ, who live the absolute dream of every adventurer in Cold Hawaii, a local’s surf spot in Northern Denmark. Perfectly equipped with the colorful new Fire+Ice styles for long days outdoors, even during a chilly breeze, this crew makes the case for adventure.”
As with all of Bogner’s activewear, the collection was developed using technical fabrics and construction processes to allow for breathability, stretch, durability, and a lightweight feel to allow for layering. Bold patterns and bright colors (it seems that neon is back) are reminiscent of the ’80s and ’90s and can be mixed with solid pieces for balance, or layered together for the ultimate standout look.
“The collection mixes playful, yet contemporary prints with sportive details and fashion silhouettes to create a collection equally suited for a day at the beach, a hike in the Alps or an urban adventure,” Becker says. “As always, Fire+Ice sets itself apart by responding to fashion trends with a signature mix of performance and style.”