Back in February last year, photographer Thomas Lohr was travelling through Morocco on a hiking trip when he discovered a small village near Marrakesh called Imlil.

Nestled amidst the High Atlas mountains, near the Toubkal, the village has been a sanctuary for mountain enthusiasts. Lohr observed the effortless, anachronistic style of the professional mountain guides leading the trek – wearing traditional garments with well-worn Salomon performance shoes.

Inspired by the fusion of tradition and avant-garde, Lohr approached the athletic outdoor brand Salomon to embark on a creative journey – crafting a visual narrative celebrating their unique perspective on outdoor exploration with their Salomon ADVANCED collection.

“For us, the woollen jellaba is essential: it shields us from the cold and is the most comfortable piece of clothing,” one of the tour guides explains. “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.”

In a series of ethereal images and videos, guides Hussein, Abdelhamid, Mohamad W., Mohamad A., and Abdelaziz take centre stage, showcasing their alternative approach to outdoor performance. Salomon's ADVANCED collection, steeped in heritage yet embracing technical innovation, amplifies its narrative of resilience and resourcefulness.

Tragically, seven months after Lohr’s transformative trip, a 6.8-magnitude earthquake struck the region, leaving many livelihoods shattered. Six months after the destruction of the town, Imil is on a journey of rebirth and renewal. With hotels refurbished, trails reinvigorated, and the warmth of hospitality reignited, the village eagerly awaits the return of adventurers. Partnering with Ultra Trail Atlas Toubkal, North Africa's premier trail race, both Salomon and Lohr are amplifying initiatives like Utat Solidartié Atlas, to continue to help rebuild the region. 

Support the project by donating at the links here and here. 

Watch the film below.