Few embody the spirit of Gstaad like Lorenz Bach. A farmer at heart who still participates in the traditional Alpabzug, he’s also a successful entrepreneur blending mountain heritage with high fashion. His boutiques, including the iconic Maison Lorenz Bach on the Gstaad Promenade, have earned international recognition and a loyal clientele.

Bach’s fashion journey began with his passion for skiing, which naturally led to his first boutique, Silver Sport, in Rougemont in 1978. Five years later, he launched Maison Lorenz Bach on the Promenade. “At that time, I was passionate about sports, especially skiing and ski gear. This naturally led me into fashion,” he recalls. Gstaad’s thriving winter scene highlighted the need for summer fashion too, inspiring him to offer a versatile selection of high fashion brands, including his own designs.

“Even then, clients came looking for unique styles and outdoor gear,” Bach explains. “Being in Gstaad meant people needed practical yet stylish clothing that suited the outdoor lifestyle.” As the boutique grew in popularity, it became a destination for distinctive fashion that travelled well. “We started with local mountain styles, but soon our clothing became something people took worldwide,” he says. “Before online shopping, we often shipped special pieces to clients who saw someone wearing our designs and wanted the same. It was about creating a connection to Gstaad that went beyond the Alps.”

Bach's approach has continuously evolved, driven by his natural curiosity. “To stay ahead, curiosity is essential,” he reflects. As Gstaad’s landscape has transformed, so has its clientele. “Today, we attract a diverse crowd, with a lot of young people and a truly international mix. It’s no longer just about a limited group of regulars.” His collections are present in ski resorts such as Crans-Montana, Verbier, Villars, and Zermatt, with plans for further growth. “Although we’re a small team, we’re thinking about expansion,” he adds.

Expanding his fashion empire, Bach introduced Bach Sign, a bold concept boutique that offers a curated mix of designer labels like Louboutin, Zegna, and Balmain, catering to fashion-forward clients seeking the latest trends. This addition further demonstrates his ability to innovate while maintaining the brand's distinct identity.

Balancing tradition with innovation is key for Bach. “In Gstaad, which is both local and international, we aim for a balance between timeless classics and modernity,” he notes, prioritising quality over following trends in a homogenised market. Sustainability guides his choices: “We choose quality over profit, carefully considering our materials and favouring trusted manufacturers in Italy and Portugal.”

Drawing inspiration from Gstaad’s glamorous history of celebrity and royal visitors, Bach infuses his designs with elements from the ’70s and ’80s, while also paying homage to the region’s natural beauty. “When it comes to sustainability, we must think about tomorrow,” he emphasises. “The entire fashion industry needs to adapt, and we should all be choosing the right products and consuming them in the right way.”