SALOMON X VOGUE CHINA - THE BALANCING ACT

ART DIRECTION AND BRANDING STRATEGY

In collaboration with Maria Baros and Jindy Wang, I developed a branding strategy for Salomon as part of my Master's in Art Direction at Polimoda. The concept, created in partnership with Vogue China, aimed to reposition Salomon for a new audience: modern Chinese mothers navigating the balance between tradition and contemporary life.

​

We used Baduanjin (八段锦), a traditional Chinese movement practice, as a metaphor for finding balance. The editorial features mothers performing Baduanjin in Salomon sneakers, with home videos and images of their children projected onto their bodies—visually expressing the unbreakable link between past, present, and future.

This campaign reframes Salomon as not just a performance brand, but as a lifestyle essential that supports women through every step of their dynamic journey