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After decades defined by engineering, performance testing, and mountain credibility, Salomon is making a structural shift. For the first time in the brand’s history, the outdoor specialist has appointed a Creative Director, formalising a role that signals how seriously it now takes the cultural life of its products.
That role goes to Heikki Salonen, a designer whose background sits far from alpine stereotypes. Known for his long tenure shaping the conceptual language of MM6 Maison Margiela, Salonen arrives with a reputation for systems thinking, experimentation, and an ability to connect clothing to wider social and aesthetic conversations. His appointment doesn’t suggest a softening of Salomon’s technical edge, but rather an effort to clarify and orchestrate it.
Supporting this new creative framework is Laura Herbst, who steps into the role of Studio Director. Together, they are tasked with building a more cohesive creative structure across footwear, apparel, and accessories, aligning design, research, and communication under a shared vision. The emphasis is on collaboration rather than hierarchy, allowing Salomon’s various teams to operate with greater fluidity and purpose.
This move reflects a transformation that has been unfolding for years. Salomon’s presence has steadily expanded from the mountains into cities, galleries, and fashion circles — worn not only by athletes, but by designers, stylists, and creatives drawn to its uncompromising functionality. Appointing a Creative Director acknowledges that shift and gives it a long-term strategy.
Crucially, the brand isn’t chasing reinvention for reinvention’s sake. Performance remains the foundation. What changes is how that performance is framed, communicated, and contextualised. Under Salonen’s direction, Salomon appears intent on exploring how technical products live in everyday environments — how they move between sport, culture, and personal identity.
Photos: Salomon