Salomon has named Finnish designer Heikki Salonen as its first-ever creative director, signaling a new chapter for the French outdoor brand. Known for his 12-year tenure as creative head at MM6 Maison Margiela, Salonen will oversee the brand’s “soft goods” category, including apparel and footwear, from its headquarters in Annecy, France.
“I used to be a hiker in the fashion world, now I’m a fashion guy in the hiking world,” Salonen told WWD in an exclusive interview.
Laura Herbst, a long-time collaborator from Margiela, has also joined Salomon as studio director. Together, they aim to redefine the brand’s creative direction while maintaining its strong connection to the outdoor industry.
Salonen said his role is not about radical disruption but about building on Salomon’s foundation.
“What’s nice about [Salomon] is that there’s nothing broken,” he told WWD. “I’m just jumping in on a very exciting moment when everything is possible.”
Salonen plans to break down traditional boundaries between product lines and fostering cross-disciplinary collaboration within the design team, according to the WWD story.
Building on Salomon’s Cultural Relevance
Salomon CEO Guillaume Meyzenq described Salonen’s appointment as “a unification of brand positioning, consumer experience, and product innovation,” in a statement. This aligns with the brand’s recent efforts to deepen its cultural relevance, including the opening of a new creative hub in Paris. The space serves as a center for innovation and collaboration, emphasizing Salomon’s connection to the fashion world.
Salomon parent company Amer Sports, which also includes Arc’teryx, Peak Performance and Wilson, has reported strong results in recent quarters. In the third quarter ended Sept. 30, Amer’s outdoor performance segment, which includes Salomon reported a 36% revenue increase to $724 million.
Salomon’s DTC channel grew by 67%, with wholesale accelerating to 26% growth. The brand opened 29 net new stores in Q3, with a majority located in Greater China, Korea and Japan. It’s also focused on the U.S., particularly in urban centers such as New York and Los Angeles, as well as female customers.
Global Chief Brand Officer Scott Mellin Departing in April
Scott Mellin, Salomon’s global chief brand officer, announced he will be departing the company in April 2026. Under Mellin’s leadership, Salomon transitioned from a functional brand to one that engages in contemporary cultural conversations at the intersection of sport, urban lifestyle and design.
“What I am most proud of sits behind the vision itself,” Mellin wrote on LinkedIn when he announced his departure. “Reinforcing a culture of creativity, long rooted in Salomon’s DNA. Together, we’ve sharpened our design excellence, elevated communications, and pushed our visual storytelling to a level that stands out across the industry.”
