Salomon is shaking things up in the outdoor and fashion world! The renowned French brand has just announced Heikki Salonen as its very first Creative Director, a brand-new role designed to steer their creative vision. This move marks a significant shift, bringing in a designer known for his innovative work with MM6 Maison Margiela, a brand with whom Salomon already has a successful ongoing collaboration.
Salonen, who humorously described his transition as going from "a hiker in the fashion world" to "a fashion guy in the hiking world," is set to oversee a wide-ranging remit. This includes not only product design but also the overall brand creative direction across all soft goods. Guillaume Meyzenq, the CEO of Salomon, expressed his excitement, calling Salonen's appointment a "unification of brand positioning, consumer experience and product innovation." He added, "We are delighted to welcome Heikki to the Salomon executive board and to see where his vision takes Salomon’s next chapter."
But here's where it gets interesting: don't expect a complete overhaul. Salonen himself emphasized that Salomon is already in a strong position. "What’s nice about [Salomon] is that there’s nothing broken, there’s an amazing past and there’s great products already there," he shared in an exclusive interview. He sees his role as building upon this solid foundation during an "exciting moment when everything is possible."
To help him achieve this, Salonen is joined by Laura Herbst as the new Studio Director. Herbst brings over a decade of experience working with Salonen at MM6, Céline, and Maison Margiela, making her a crucial part of his creative team.
Salonen believes Salomon has already mastered a delicate balance between performance and subcultural relevance, particularly in their footwear. He's keen to expand on this, stating, "Salomon has always been nicely not just [about] product but also [about] creating cultures around things. I think that’s what we need to keep on doing because if there is no culture around products, they are completely irrelevant."
And this is the part most people miss: Salonen isn't just about maintaining the status quo. He has a clear vision for change, starting with breaking down the silos between product lines. "I would love to have these missions [where] we also break the idea of a shoe designer and an apparel designer [so] that everybody can pitch in and be there," he explained. This cross-pollination of ideas is something he believes will make Salomon even stronger.
Furthermore, he's looking to blur the lines of seasonal divisions. While he won't be directly involved with hard goods, the goal is to present a unified brand message. "We want to make sure that we go out there as one brand and break this idea of winter sports, summer sports," he said. "We have one space and it’s a mountain outdoor athletic place and I think that’s our place to go."
When asked about a potential rebranding, Salonen, a self-proclaimed "nerdy product guy," stressed the importance of branding adding value to the product. He noted that on the footwear side, they are already playing with various logos to showcase different eras, emphasizing that authenticity remains key.
His approach to collections is equally nuanced. Instead of a distinct "first collection," Salonen envisions a continuous evolution, a seamless transition that aligns with his preference for a mix-and-match wardrobe. "I think style comes from there and excitement comes from when you start playing around, thinking about who you are and how you react in different situations," he remarked.
Collaborations will continue to be a significant part of Salomon's strategy, but Salonen is also focused on strengthening their in-house apparel. The aim is to make it relevant not just for elite athletes but also democratized for people of all ages and genders. This builds upon existing partnerships with brands like The Broken Arm and designers such as Sandy Liang.
Salonen also hinted at innovation in areas where the industry has been "a little bit stagnant," promising "a new product coming from Salomon and maybe something that was not expected from us."
This strategic appointment coincides with the departure of Scott Mellin, the global chief brand officer. Meanwhile, Nick Parkinson, who joined from Nike, will continue as global brand creative director, reporting to both the marketing division and Salonen.
Salomon has been steadily increasing its ambitions, particularly in the sportstyle category, and now defines itself as a "modern mountain sport brand." This momentum will be further amplified as they are set to be a premium partner for the 2026 Winter Olympics and Paralympics in Milan and Cortina.
What are your thoughts on Heikki Salonen's appointment? Do you think breaking down product line boundaries is the right move for Salomon? Let us know in the comments below!
