Bogner has a pop-up store at Fred Segal with ski and fashion clothes – WWD
A bit of winter is coming to Southern California.
Bogner, the famous German brand celebrating its 90th anniversary, carves out a 1,400 square foot pop-up store inside the Fred Segal store on Sunset Boulevard in Los Angeles to launch its skiwear collection, mixed with outdoor clothing. fashion.
Called “Ski Sunset”, the partnership, which begins on Tuesday, has several elements. Bogner’s Fall 2022 collection will be on display during the two months of in-store appearance. But there will also be selections from a limited-edition capsule collection called Frozen Riviera. “Frozen Riviera is a tribute to our 90th anniversary. There’s a ski element and a fashion element,” said Linda Ashman, senior vice president of Bogner America.
For Frozen Riviera, the iconic silhouettes of the last 90 years of Bogner are combined with new techniques and materials. The main colors are navy blue, white and beige. It mainly includes sweaters, ski pants and jackets.
For example, there is a men’s knitted sweater made of wool and technical fibers in a modern jacquard design. For women, there are four-way stretch stirrup pants in a navy and white swirl design, which pair well with a long-sleeved hooded top in the same fabric design.
Another part of the Fred Segal collaboration is the James Bond capsule collection, acknowledging Bogner’s decades-old partnership with the 007 spy films. Willy Bogner Jr., the son’s founder, produced the ski scenes for the 1969 film “On Her Majesty’s Secret Service”. There were three other James Bond films featuring ski scenes produced by Bogner. Bogner sportswear has been worn by Bond in several films as he blasts down the ski slopes in high adventure plots.
For the third element of the “Ski Sunset” campaign, Bogner worked with Harden cashmere, a Los Angeles company that locally produces Loro Piana yarn cashmere sweaters and blankets. The patterns on the front of the sweaters are a nod to Los Angeles culture. “There are images of a skier jumping through palm trees or jumping over the Hollywood sign,” Ashman said.
Last year, Bogner approached Fred Segal CEO Jeff Lotman to do the collaboration. “I was over the moon,” said Lotman, who knows Bogner well from his skiing experiences. “It’s pretty amazing what they’ve done with this 1,400 square foot pop-up.”
Bogner gives the space an alpine feel with an image of a ski slope on the wall. “We want you to feel like you’re in the Alps or somewhere in the mountains,” Ashman said.
With this collaboration, Bogner wants to convey that it is not just a ski clothing company, but a lifestyle clothing company. “We’re obviously known for our skiwear in the United States,” Ashman said, noting that about 25% of the company’s revenue comes from the United States. “In the rest of the world, they see Bogner as a lifestyle brand.”
This includes Bogner’s golf and hiking apparel as well as casual fashion.
Bogner was launched in Munich in 1932 by Nordic ski champion Willy Bogner Sr. and his wife, Maria, also a skier, who is credited with introducing stretch pants to the skiing world. Willy Bogner Sr. died in 1977, when his son Willy Bogner Jr. took over until he retired in 2019.