Weekly Fashion Highlights | Ex-Nike Designer Is Salomon's New Creative Director...

As minimalist aesthetics make a resurgence and the emphasis on a comfortable lifestyle grows, sports brands find themselves navigating a markedly different landscape compared to luxury fashion houses amid a market rife with uncertainties. Lululemon has achieved a remarkable milestone, surpassing $10 billion in annual sales for the first time, bolstered by its robust performance across various global markets. Meanwhile, Salomon, which has increasingly made its mark in the fashion realm, is undergoing a significant transformation with the appointment of former Nike designer Nick Parkinson as its creative director. Stay informed with the latest insights from the fashion industry, brought to you by REVERSIBLE this week.

Salomon Names Ex-Nike Designer Nick Parkinson As Creative Director

Recently, French outdoor sports brand Salomon announced a significant personnel appointment, with former Nike designer Nick Parkinson officially taking on the role of Global Brand Creative Director at Salomon. This appointment, effective immediately, marks a new step forward for Salomon in the realm of brand creativity.

Nick Parkinson boasts over 20 years of experience in the sports industry, having spent 15 years at Nike, where he held various creative leadership positions, including Global Creative Director for Nike Running, Global Creative Director for the Jordan Brand, and Creative Director for Converse. His addition to Salomon is set to bring fresh creative perspectives and strategic thinking to the brand. In his new role, Parkinson will collaborate closely with Salomon's executive committee and product leadership team to formulate and implement a comprehensive brand creative strategy, ensuring that Salomon's unique charm and exceptional quality are showcased across all consumer touchpoints.

This appointment is a crucial part of Salomon's recent series of executive changes, demonstrating the brand's determination to continuously strengthen its market position and innovation capabilities. With Nick Parkinson on board, Salomon is poised to maintain its leading position in future market competition, delivering more surprises and outstanding product experiences to consumers.

Lululemon Annual Sales Top $10 Billion For First Time

According to the latest financial report, Canadian sports and leisure brand Lululemon's revenue in fiscal year 2024 exceeded the $10 billion mark for the first time, a year-on-year increase of 23%, and net profit soared 31% to $1.28 billion, far exceeding Wall Street expectations. This milestone makes it the third sports brand to enter the 10 billion club after Nike and adidas, and its growth rate leads the industry.

The growth engine mainly comes from the men's clothing series (a year-on-year surge of 45%) and the footwear product line (revenue tripled). Its ABC men's trousers technical fabric patent has become a hot item in business and leisure scenes. The Chinese market contributed more than $1.8 billion in revenue, and the monthly sales of the Shanghai Jing'an flagship store exceeded 10 million, setting a global record. The brand has linked yoga masters, programmers and other diverse communities through the "Ambassador 2.0 Plan", and has continued to create topics through breaking circle operations such as co-branded yoga mats with Loewe designers. As of the day the financial report was released, its stock price rose 7.2%, and its market value exceeded $62 billion. CEO Calvin McDonald announced that it will increase sustainable innovation and use renewable materials for all core products by 2025.

Simone Rocha x Crocs Collaboration

For the SS25 season, Crocs has once again partnered with Irish designer Simone Rocha to unveil a new collaborative collection, Drops 3, which perpetuates the signature romantic and Gothic aesthetic characteristic of both brands. This collaboration centers around the classic Siren Clog silhouette, infused with Simone Rocha's feminine touches—featuring embellishments of pearls, crystals, and three-dimensional floral designs. The color palette has been enhanced with shades of ivory and pink, complemented by a robust sole design that not only preserves Crocs' hallmark comfort but also imparts a luxurious Victorian-era texture. This collection builds upon the successful partnership showcased at London Fashion Week for Autumn/Winter 2024, further solidifying Crocs' presence in the high-end fashion sector.

In addition to the collaboration with Simone Rocha, Crocs has actively engaged in numerous partnerships across various domains in recent years. Within the fashion industry, the Pollex Clog, a collaboration with Salehe Bembury, gained attention with its distinctive fingerprint design. In 2024, Crocs introduced the sports-inspired Juniper model and a limited-edition tri-party collaboration, generating significant buzz. The Japanese fashion label BAPE has incorporated its iconic ABC camouflage into classic clogs, featuring ape head shoe buckles to enhance their streetwear appeal. Furthermore, Crocs has strategically aligned with beloved anime franchises, including "Demon Slayer: Kimetsu no Yaiba," "SpongeBob SquarePants," and "Toy Story," captivating consumers of all ages with character-themed colors and playful shoe buckles, thereby broadening its market reach.

By leveraging a dual approach that merges high-end fashion with popular culture, Crocs has not only fortified its standing in the fashion arena but has also expanded its audience through intellectual property collaborations. This "boundary-breaking" strategy not only elevates the brand's image but also offers consumers a diverse range of options, from luxury to whimsical charm. Looking ahead, Crocs is poised to continue exploring innovative design possibilities within different collaborations.

RAINS 10th Anniversary Show

On its 10th anniversary, the Danish label RAINS returned to its roots in Aarhus, Denmark, the birthplace of founders Philip Lotko and Daniel Brix Hesselager. Here, the brand unveiled its FW25 collection, aptly named "Forever," at its headquarters in this coastal city. Throughout its journey, RAINS has committed to the continuous evolution of its iconic waterproof designs, approached through a contemporary lens. The outcome is a harmonious blend of functionality and avant-garde aesthetics, with RAINS steadfastly honoring its heritage, regardless of the prevailing design trends.

The entire collection not only pays homage to the classic elements of the brand's legacy but also recontextualizes them within a more avant-garde techwear aesthetic. Utilizing PU fabric as the foundation, a variety of textures are seamlessly integrated. Lustrous raincoats glisten as if drenched in a spectrum of rainbow hues; sleek PU silhouettes are strikingly minimalist, with only the central zipper permitting a glimpse of the outside world; and wool textiles introduce a plush texture to RAINS's traditionally smooth jackets and trousers.

LV Watch And Jewelry Artistic Director Steps Down

Recently, Louis Vuitton announced that Francesca Amfitheatrof, the Artistic Director of Watches and Jewelry, has officially stepped down. This decision was jointly made by both parties, sending ripples through the fashion industry.

Amfitheatrof joined Louis Vuitton in 2018 and achieved remarkable results during her seven-year tenure. With her unique creativity and exquisite design skills, she launched iconic collections such as LV Volt and Le Damier, seamlessly blending the brand's classic checkerboard patterns, letter logos with new artistic styles, creating a highly recognizable "commercial aesthetic". Her design philosophy complemented that of the women's wear creative director, effectively promoting the linked consumption of the brand's ready - to - wear and jewelry.

Currently, LVMH Group is in a critical period of strategic adjustment, accelerating the integration of resources and focusing on core brands. Amfitheatrof's departure undoubtedly brings new variables to Louis Vuitton's watch and jewelry business.

Editor: Juham Lin, Yu Yuan, Clarance Wang.