For Salomon Korea FW24, Orienteer Studio reimagines Iceland not as a test site for extreme performance, but as a landscape of serendipity—a place where everyday movement meets sudden natural spectacle. Rather than framing the collection in terms of technical endurance, the campaign leans into quiet moments: walking through shifting light, pausing beside geothermal steam, discovering colour unexpectedly against volcanic terrain.

 

The Icelandic backdrop becomes a companion rather than a challenge. Soft winter palettes reflect the muted tones of moss, ash, rock and sky; silhouettes settle naturally into the landscape, carried by wind or slowed by uneven ground. The campaign follows characters who are not conquering nature but wandering through it, finding small, unplanned moments that reveal the landscape in new ways.

 

FW24 blends Salomon’s outdoor heritage with contemporary city sensibilities—pieces that feel as at home on a Reykjavík street as they do on a black-sand coastline. Insulated layers, cosy fleece, easy outerwear and winter footwear serve more as companions for exploration than as technical tools. The garments are styled to echo the rhythm of casual everyday movement—hands in pockets, hoods half-drawn, slow pace rather than summit push.

 

The narrative is intentionally gentle. Instead of rugged extremity, the imagery focuses on proximity: a glint of sunlight through clouds, warm breath in the cold air, surface textures of rock and snow, the intimacy of being close to the weather without being overwhelmed by it. Serendipity threads through the visuals—unexpected colour shifts, spontaneous gestures, the feeling of stumbling upon something quietly beautiful.

 

FW24 positions Salomon not just as an outdoor brand, but as a guide for finding unexpected moments in nature, whether on an Icelandic trail or during everyday winter movement. It is a collection for wandering, not racing; for noticing, not conquering.