Bogner is now run by Willy Bogner, the son of founder Willy sr. and Maria Bogner, with his wife Sônia Bogner.
In America, a guy like him is called “renaissance man”, following the image of Leonardo da Vinci. Those men devote their opus, their lives and their passion to the most different enterprises and are overly successful in each one of them. Willy Bogner is one of the leading German entrepreneurs who enjoy a worldwide reputation. He got famous as a professional athlete, too, and also came to international honour as a film director and producer.
For Bogner, who was born in Munich in 1942, all of his occupations have been more than a job, but a vocation. The alpine skier took part in the Winter Olympics twice (in 1960 and in 1964), won several titles at the German Youth Championship at the age of 16 or even earlier, and was the very first German to win the famous “Lauberhorn ski race” at the age of 17.
Willy Bogner studied economics and clothing engineering and entered the family business in 1972 – 40 years after its foundation in 1932. He expanded the company after his father’s death in 1977 continuously to one of the most established lifestyle labels in the world.
As of the late 1960’s, Willy Bogner devoted himself to a new challenge: He founded the film production company “Willy Bogner Film GmbH” in 1968 and he has been well-reputed as one of the best camera men on skis ever since. He worked as a cinematographer, director, actor, producer and screenwriter and took part in the production of almost 40 movies. Bogner was responsible for the skiing scenes in four James Bond movies (e.g. “On Her Majesty's Secret Service“ and “The Spy, Who loved Me“) as cinematographer und director. In 1987, he was honored with the Bavarian Film Award for the most successful German Sports movie “Fire + Ice”.
She combines creativity with quality and chic with charisma. This dualism does not only apply to Sônia Bogner as a fashion designer. Everybody who meets Sônia face-to-face is attracted by her personality. Maria Bogner, Willy Bogner’s mother, felt the same way when she met the former model in Rome. Maria was enraptured by misses Ribeiro’s modern and fresh charisma and asked her to work as a model for Bogner’s next fashion shooting.
Sônia agreed and thus met her future husband, Willy Bogner who was the photographer at the set. The love story took its course and Ms. Ribeiro became Mrs. Bogner – whom has given a soul to the typical Bogner-look ever since.
After her high-school diploma in Brazil, Sônia studied English in Cambridge during the early 1970’s and eventually moved to Rome to live with her sister, actress Florinda Bolkan, and also to work as a model for Valentino
Shortly after their wedding in 1972, Sônia joined the family business as a personal assistant to Maria Bogner, who taught her in fashion craftsmanship. Only one year later, in 1973, Sônia and Willy Bogner founded the subsidiary “Bogner of America”. In 1979, she succeeded Maria Bogner as head of women’s fashion at Bogner. Her credo? “A woman mustn’t masquerade herself. High-quality fashion effaces itself and underlines a woman’s beauty.”