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The Art of Snow

The ski jumper soars swiftly through the sky, sure to fly far, while snowy, sun-kissed St. Moritz sits prettily in the background. The message of Carl Moos’s 1929 poster needs no explanation: Engadin is beautiful in winter.

At that time, according to vintage poster expert Jenny de Gex: “In ski posters, the artist strove to portray the elegance of the sport and the perfect winter landscape aesthetics to attract city-dwellers to the resorts.”

And that, they did. In the 1920’s, the recent emergence of new printing technologies allowed for more colourful lithograph images than previously possible. This, and the high demand for quality, attracted many fine classical artists to work as graphic designers on the side, bringing Art Nouveau, Art Deco and Bauhaus influences into the industry.

 

Today, these vintage advertisements are valued collector items, as evinced by the crowds at the annual Christies South Kensington sale. Prices for rare vintage posters climb higher each year: Moos’s jumper is among the more costly prints at 35,000 EUR.

 

 

"a wonderful impression of the era"

For many buyers, however, these pieces are valuable not just as investments, but also for their sentimental charm. Willy Bogner is

"a wonderful impression of the era"

among those who discovered an early passion for this genre of artwork: A selection of the finer pieces from his collection hangs in his office in Munich, including one from renowned graphic artist Ludwig Hohlwein, along with another iconic print from Carl Moos.

While the future of skiing is a constant, on-going project here at Bogner, a look at its grandiose past never hurts!

You may purchase a copy of Jenny de Gex's "The Art of Snow" from Brandsaetter Publishing here.

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