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13 November 2025

What Inspires Fashion? A New Documentary Revisits the Life and Legacy of Toni Sailer

Black-and-white scene from the documentary 'Toni Sailer – Spuren einer Legende' projected in a cinema during the press screening in Vienna.

Few athletes become fashion icons

Austria has produced many successful athletes, but only a few have inspired their own fashion label. Toni Sailer is one of these rare names. The premium ski fashion brand, founded in 2004, carries his spirit — blending performance and elegance, just like the man who once skied into world fame. The Toni Sailer Store in Kitzbühel is a reminder that his charisma and sense of style live on in fabric and form.

A morning at the cinema

Fashion.at was invited to the press screening of "Toni Sailer – Spuren einer Legende" at Vienna's Artis Kino in the 1st district. Though an unusual time for a movie — mid-morning — the audience quickly found themselves drawn into the story of Austria's "Schwarzer Blitz" ("Black Lightning"). The documentary, a production by Wildwood Films & Creatives for ServusTV, traces Sailer's extraordinary path from Kitzbühel to Olympic gold and worldwide recognition.

A life in motion: from slopes to screen

Directed by Markus Mörth and produced by Michael Reisch, the film combines journalistic storytelling with decades of archival footage and interviews with family and contemporaries. Around 40 percent of the material has never been shown before, much of it sourced from the private archive of Sailer's son, Florian. Chronologically structured, the documentary follows his rise from local talent to triple Olympic champion in 1956 — and later, to film actor and singer.

Beyond sport, the film captures Sailer's second career in cinema, where his youthful charm and poise invited comparisons with screen icons like Alain Delon — and where he ultimately became an icon in his own right. It also portrays his later years as national team coach and technical consultant, roles that again reflected his dedication and precision.

Between glory and controversy

At the post-screening discussion, questions were raised about the 1974 allegations in Poland. Filmmakers and Sailer's son addressed the topic briefly, noting that the case never led to a conviction and occurred in a politically charged period of international rivalry. The film does not avoid these complex chapters but integrates them into a broader portrait of a man both admired and challenged by fame.

Legacy of a national hero

Born in 1935 in Kitzbühel and passing away in 2009, Toni Sailer remains one of Austria's most beloved sports figures. His brilliance on the slopes, his success beyond sport, and his enduring influence on fashion ensure his name still shines. On 17 November 2025 — the day ServusTV airs the documentary at 20:15 — Kitzbühel will also inaugurate the new Toni Sailer Platz at the Hahnenkamm lift, honouring what would have been his 90th birthday.

"Toni Sailer – Spuren einer Legende" paints a vivid picture of Austrian sports history, offering insight into the life and challenges of athletes whose active years are brief, yet whose impact can last for generations. Sailer proved that reinvention is possible — as a skier, performer, and, now again, as a cinematic presence lighting up the screen.


Image: Screen view at the press screening of "Toni Sailer – Spuren einer Legende" at Artis Kino, Vienna. Premiere on ServusTV, 17 November 2025. Photo: © leisure communications / Roland Rudolph