Reviving Geek Chic: Salomon's New Vision Under Creative Director Heikki Salonen

Heikki Salonen, Salomon's newly appointed creative director, aims to reclaim the brand's original charm while steering it through a fashion-forward transformation. In a video call from Salomon's headquarters in Annecy, France, Salonen emphasized his commitment to keeping Salomon rooted in performance rather than fashion trends. "Salomon should not be a fashion brand," he asserted, expressing a desire to return to the technical excellence that initially attracted outdoor enthusiasts.

From Performance to Hype: The Brand's Evolution

Under Salonen's leadership, the company is navigating a landscape that shifted dramatically in recent years. Once a niche brand for dedicated alpine sports lovers, Salomon has transformed into a fashion staple, fueled by the rise of 'gorpcore' and a surge in outdoor activities during the pandemic. Collaborations with notable names like The Broken Arm and Palace have positioned Salomon as a go-to for style-conscious consumers, particularly in its booming Sportstyle category.

Targeting a Diverse Audience

As Salomon evolves, it has seen its customer base diversify significantly. CEO Guillaume Meyzenq noted that the gender split in their audience has shifted from 35% female and 65% male to a more balanced 45% female and 55% male. This transformation has been aided by popular launches like the XT-Whisper, which resonated particularly well with women. Salonen's background in womenswear makes him well-suited to continue this trajectory, blending performance with style.

Innovating Through Technical Excellence

Salonen’s vision isn’t just about aesthetics; he believes that the brand's identity lies in its technical prowess. He advocates for a reimagining of product development, suggesting that the brand should focus on technical innovations to drive new design directions. He feels that by prioritizing performance, Salomon can maintain its reputation as a leader in outdoor gear while still appealing to fashion-savvy customers. "I think that’s what people expect from us — inventing some other boxes to tick," he said, illustrating his commitment to pushing boundaries.

Source: www.vogue.com