In February 2023, while traveling across Morocco, London-based photographer Thomas Lohr went hiking in the Atlas Mountains. With Marrakesh’s vibrant environment and the prospect of an exhilarating experience in nature just two hours away, Imlil seemed like the natural choice. Male Amazigh guides are a typical sight there and offered to assist him in exploring the area’s beauties.

Lohr crafted a visual story of photos and a video, where 5 men take centre stage: Hussein, Abdelhamid, Mohamad W., Mohamad A., and Abdelaziz. The result is a series of ethereal images showcasing the locals’ alternative definition of outdoor performance — a dialogue between traditional legacy and technology. The collection of shots and video is also an ode to the peaceful wilderness of Imil, the vastness of the Atlas mountain range, and the Moroccan way of life at altitude.

“For us, the woolen 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.” Inspired by their outlook on mountain gear, the photographer proposed that Salomon ventures on a creative journey with him in the High Atlas.

A short time later after this shoot took place, a 6.8-magnitude earthquake hit Morocco, devastating the Al Haouz region and particularly affecting the town of Imlil, which relies heavily on tourism.

Despite the destruction, thanks to global relief efforts and Moroccan solidarity, the area’s tourism infrastructure was quickly rebuilt, allowing tourists to return.⁠ Salomon was so moved by the beautiful welcome from the locals, that they have supported a fundraiser. Discover more about the charity association.

Credits

Creative Director Chris Glickman

Photographer Thomas Lohr

Director Thomas Lohr + Studio Syn

Production Clara Rea

Local Producer Rachid ait Braim

Talents: Bachki Hosain, Abdelhamid Wahan, Mohamad Wahan, Mohamad ait Braim, Abde Lazizi Aut Mbark

Special Thanks to Radouane Isouktan