Her husband's established ski apparel company, the development of stretch material in the 1950s, and her sewing skills all contributed to her success.

[2] Willy Bogner's success as a skier allowed him and his future wife, then Maria Lux, to establish a clothing line in 1932, that included outfitting the German national ski team at the 1936 Winter Olympics.

[2] After their marriage, Bogner became involved in the fashion side of her husband's business, which included importing ski equipment.

They were distinctive both for their durability and the wide choice of bright, appealing colors—a break from the previous standards of black, blue and forest green.

[11][12] Helanca was a blend of wool and a springy, coiled nylon fiber, which allowed the material to stretch and be durable through multiple wash cycles.

The product was marketed effectively in catalogs and advertisements, using attractive young women and celebrity athletes, such as Stein Eriksen, as models.

[4] The publicity and advertising of the Bogner line of up-scale fashion made it the choice of such celebrity consumers of ski apparel as, Marilyn Monroe, Ingrid Bergman, the Shah of Iran, and Toni Sailer.