Follow Willy Bogner GmbH & Co. KGaA


Press release   •   Feb 19, 2020 11:03 CET

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For its Spring/Summer 2020 campaign, FIRE+ICE returns to its heritage: Willy Bogner’s legendary film “Fire and Ice” from 1986 created its own youth movement based on sports, creativity, fashion and music. Unforgettable is the “Join the Tribe” movement which started in the early 90s connecting young people to travel the world and go on adventurous trips together.

This season FIRE+ICE turns the camera on eight real people with real stories instead of actors or professional models. The eight protagonists who follow the FIRE+ICE lifestyle in their daily life were photographed on their own terms and at the locations of their choice—four in New York and four in Munich—each gives expression to a unique identity, tells an authentic story and urges for creativity, sports and cohesion. What all eight have in common is a mind-set—the FIRE+ICE mind-set from back in the days: Free-spirited, open, true to oneself and always ready for adventure.

The energy of all eight BOGNER FIRE+ICE Individuals is seen in every piece of the Spring/Summer 2020 collection: Colourful light down jackets, breathable t-shirts and stretchy tights with exciting patterns invite everyone to discover the outdoors, to be active and fearless – whether in nature or the city.

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Willy Bogner GmbH & Co. KGaA, based in Munich, is an internationally successful lifestyle company and the leading provider of exclusive sport fashion, luxurious sportswear and designer fashion. The company employs over 800 people worldwide and appears in over 50 countries with the Bogner (Woman, Man, Sport, Kids) and Bogner Fire Ice brands as well as licences. The company, which has existed since 1932, is led by CEO Andreas Baumgärtner, while the owner is Willy Bogner, the son of the founder. More information at

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