29 November 2022

Trends in snowsports: Artist Gregory Siff inspired by the legendary sports film 'Fire + Ice' by Willy Bogner from 1986

Snowsport - if it's alpine skiing, snowboarding, or the new trend since this year in Austria to explore winter sport areas on electric snow-bikes such as seen in Ischgl or the Gargellen/Montafon - is continuously changing and consequently the gear including the technologies, materials and the style of the apparel. One of the specialists of the snowsports fashion business is Bogner. From 1936 until 2014 (Sochi), the German brand Bogner, which celebrates this year its 90th anniversary, had been the outfitter of the German team of the Winter Olympics.

The son of the founder of the company himself, Willy Bogner junior, was a professional skier and Olympic athlete. After his professional sports career, he became fashion designer and active in film in the 1960s. Willy Bogner participated in the following years in four James Bond movies. In 1986, the legendary freestyle ski movie 'Fire + Ice' (trailer) directed and produced by Willy Bogner with music by Grammy award winner Harold Faltermeyer was released. The film shows the then new 80s trend of snowboarding and street art-inspired paintings on overalls. The sport movie is the name giver of the Bogner winter sport clothing line 'Fire + Ice' (since 1989). The beginnings of the line are now the theme of the new collaboration with artist Gregory Siff (born 1977 in New York) who brings street art in a mix with action painting around 35 years later in today's style for Winter 2022/23 back to the slopes.

The collaboration is presented on Instagram as well on bogner.com where a video shows the artist in the studio making the artwork for the clothing while talking about his approach to graffiti-comic-storyboarding on clothing. The short film is continued with scenes of a journey together with friends to a slope and the performance of ski & snowboard tricks and jumps. The video evokes the impression that it's not so important what you make on the slope; the main thing is to relax and have fun in nature.

Image: The campaign photo of the collaborative capsule collection 'Gregory Siff X Bogner Fire + Ice' Fall/Winter 2022/23 shows artist Gregory Siff (left) with two friends at a mountain station on a slope.

Credits of the campaign:
Gregory Siff @gregorysiff
Stav Ben Zur @stavisbz
Damon Kidwell @damonkidwell
Eli Difiore @eli.difiore
Photographs by Rainer Hosch @rainerhosch
Produced by A. Moret @thatsamoret