Brand: Salomon
Website: Salomon.com
Instagram: @salomon
Blog Post:
Salomon has announced the appointment of Heikki Salonen as its first-ever creative director, marking a significant moment in the brand’s creative leadership and long-term direction.
Salonen joins the French mountain sports brand alongside Laura Herbst, who steps into the role of studio director. With a 30-year design career, Salonen most recently served as creative director at MM6 Maison Margiela for 12 years and previously led design at Diesel Black Gold. At Salomon, his scope includes overseeing product design and brand creative direction across all soft goods, spanning apparel and footwear.
While the appointment has prompted questions about a potential shift toward fashion-led positioning, Salomon has framed the move as a consolidation rather than a pivot. The brand has emphasized that performance remains the foundation of every product, with innovation and heritage viewed as complementary rather than competing forces. New product expressions are expected to be driven by sport, terrain, and usage, alongside selective reinterpretations of existing franchises when they continue to serve a functional purpose.
Salonen’s role also extends beyond product. The brand has outlined a broader focus on aligning product design, retail environments, campaigns, and activations under a unified creative vision rooted in modern mountain sports culture. The aim is consistency across every touchpoint, from athletes and stores to collaborations and campaigns.
The MM6 × Salomon partnership will continue as planned, operating within its existing creative framework and governance. According to the brand, Salonen’s appointment does not alter the direction of the collaboration.
More details are available through Salomon and the brand’s official coverage.