On January 21, French outdoor brand Salomon announced the appointment of Finnish designer Heikki Salonen as its first-ever creative director. The newly created role marks a significant turning point for the company, signaling a shift toward a more integrated approach that unifies product development and brand expression.
With a career spanning three decades, Salonen previously held roles at Diesel before leading creative direction at MM6 Maison Margiela for 12 years. In his new position at Salomon, he will oversee the entire “soft goods” category, including apparel and footwear, with responsibility for both product design and brand creative direction. He will be based at the company’s headquarters in Annecy, France.
In an official statement, Salomon said Salonen has been entrusted with “the dual leadership of product design and brand creative direction,” with the mission of establishing “a singular, authoritative tone of voice across every facet of the brand.”
Laura Herbst Joins to Form a Complementary Partnership
As part of the new leadership structure, Laura Herbst—who has worked closely with Salonen for more than a decade—has joined Salomon as studio director. A luxury fashion veteran with experience at MM6 Maison Margiela and Céline, Herbst brings deep expertise that complements Salonen’s vision.
According to the statement, the duo’s combined strengths in design, operational excellence, and purpose-led creation are expected to embody and cultivate a culture of risk-taking at Salomon. This approach echoes earlier collaborations that first hinted at the brand’s potential within street and fashion-oriented contexts.
Strengthening Salomon’s Connection to Fashion and Culture
In recent years, Salomon has intensified its engagement with the fashion world, including the opening of a creative hub in Paris. The appointment of Salonen is positioned as an extension of this strategy, further strengthening the link between outdoor performance, culture, and brand expression.
Meanwhile, Scott Mellin, Salomon’s global chief brand officer, is set to depart the company in April 2026. During his tenure, Salomon evolved from a function-driven outdoor brand into a contemporary name operating at the intersection of sport, urban culture, and design.
Under its new creative leadership, Salomon is poised to define the next chapter of its brand evolution—one in which product and brand are conceived as a unified whole, with future direction set to unfold through upcoming collections and creative expressions.
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