BOGNER. Seen by HANS FEURER

The exhibition
For nearly 50 years, the work of legendary photographer Hans Feurer has shaped the visual language of the Athluxury brand BOGNER. His iconic images are part of the canon of fashion photography and have helped establish the genre of sports fashion as we know it today. 

During Milan Fashion Week this fall, a selection of approximately 30 partly large-scale works by the veteran master will be on display at 10 Corso Como and an exclusive exhibition catalog will be published. 

His intimate relationship with nature and the mountains is as evident in Feurer’s works as is his particularly refined understanding of staged looks. “Hans Feurer is not only an outstanding photographer but also a great fashion connoisseur,” says Zurich art director Beda Achermann, who curated the exhibition in Milan and accompanied Feurer on many shoots. Hans Feurer shot the first pictures for BOGNER in the 1970s, staging the models with breathtaking grandeur in front of dramatic alpine backdrops, emphasizing the dynamics of skiing just as impressively as the individual strength of women. 

All of Feurer’s pictures are characterized by a basic principle: “I like to show free women, who are scared of nothing.” Another hallmark feature of his work is his masterful use of natural light—with meticulous attention to detail and an infallible feeling for the right moment, Feurer stages his models in daylight, thereby achieving the authentic glow or “Feurer shine” that, to this day, makes him one of the most sought-after fashion photographers in the world. 

The relationship with the Munich-based fashion label BOGNER and the artistic friendship with Willy Bogner, Jr. have remained intact over the decades. With their shared passion of photography, sports, nature and aesthetics, the two men have decisively shaped the image of the brand over the past 50 years.

About the artist
Hans Feurer (born 1939) is one of the last representatives of the great era of fashion photography. In the early 1960s, Feurer opened his own studio in London. For decades, he has worked for the most important fashion magazines (including “Twen”, “Vogue Paris”, “Elle” and “Numéro”), fashion brands (including Kenzo, Yohji Yamamoto, COMME DES GARÇONS) and has had almost every supermodel in front of his camera. Extensive travels, for example to Africa, influenced his use of natural light, which makes his images unique to this day. His works have been shown in numerous solo exhibitions worldwide, including in Paris, Milan, Berlin and London. Feurer lives in the Zurich Oberland and is still regularly booked for shoots.

The exhibition opening
September 23th – October 30th, 2022
Fondazione Sozzani
Corso Como 10, 20154 Milano