OAMC

Jan 2026

The OAMC x Salomon collaboration emerges as a study in contradictions, balancing the rugged performance of technical footwear with the refined, structured silhouettes of modern luxury fashion. Under the creative direction of Lucie and Luke Meier, the campaign channels a sense of deliberate stillness within raw, untamed environments. Photographer Michael Hauptman masterfully captures this tension, utilizing cinematic lighting and low-key chiaroscuro techniques to heighten the interplay between the collection’s crisp, avant-garde tailoring and the organic textures of the forest and volcanic landscapes. The imagery moves fluidly between editorial portraiture and commercial product study, where footwear is treated with the same reverence as the human form. Whether captured in the high-contrast drama of a twilight field or the minimalist serenity of a woodland setting, the project leans into a narrative of purposeful contrast. Stylistically, the work relies on a combination of natural light and high-speed freeze techniques to emphasize both the stillness of the subject and the intricate technical design of the Salomon sneakers. Through the thoughtful grooming provided by hair stylist Dushan Petrovich, the models embody a stoic, contemplative presence that anchors the collaboration. Ultimately, this series defines a new space for technical performance gear, positioning it firmly within a high-fashion, conceptual, and minimalist framework that values texture, silhouette, and atmospheric storytelling above all else.

Editorial

Natural light

Luxury Fashion Houses, Fashion