When German photographer Thomas Lohr engaged Salomon ADVANCED in creating a visual story in Morocco – specifically in Imil – no one would have expected that just a few months later, a magnitude 6.8 earthquake would hit the area. It was September 8th, and the epicenter of the quake targeted the entire Al-Haouz region, well-known for its vast landscapes and the warm hospitality of the locals. Outdoor Icons – On Blending Tradition and Avant-Garde in the Atlas portrays five men: Hussein, Abdelhamid, Mohamad W., Mohamad A., and Abdelaziz, exploring the boundary between tradition and technical innovation in the High Atlas.
Salomon in Morocco
The visual story captured by Thomas Lohr features traditional elements worn by local guides of Amazigh descent. They maintain a close relationship with nature and the land, reflected in Lohr’s shots, which present an alternative definition of outdoor performance. The video and images convey the mountainous allure of the Atlas through the experiences of those who have lived in the area for generations and know every corner of it.
After the earthquake
Three months after the earthquake, Imil is ready to reopen its doors to tourism, and Radouane – one of the guides – expresses a desire to transform the village into a destination on par with Chamonix, France. Its proximity to Marrakech and the myriad experiences available year-round make Imil the perfect starting point for high-value outdoor experiences. In hindsight, after the earthquake, this visual story seems to encapsulate a specific moment in Imil’s history and the lives of its residents. Their warmth, tradition – even in attire – transports us to a world that belongs solely to the locals and to those who have chosen to embark on a journey to discover the Atlas. The jellaba, a Moroccan garment worn by the men portrayed by Lohr, is paired with Salomon footwear.
Tradition e technical avantgarde
«For us, the woollen jellaba is essential: it shields us from the cold and is the most comfortable piece of clothing. Our culture always keeps functionality in mind. We wear Salomon because the shoes are enduring, light and they keep us safe. We never slip, so we can go wherever we need to take our clients. This is how we deliver best» shares one of the locals to Khaoula Zouine. Thomas Lohr draws inspiration from mountain equipment, and by making a creative journey promise to Salomon in the High Atlas, the French brand provided the group with pieces from the ADVANCED collection. These shoes have a deep-rooted history, born out of decades of experimentation, discovery, and transformation over time, bridging the gap between tradition and technical innovation. A perfect match for the mountain landscapes around Imil.
Here, it is possible to support the recovery of residents in the High Atlas.
