Each week, we invite a woman or man from our Linnea Lund community to discuss their relationship with clothing, their wardrobe, and how they enjoy pairing our iconic cashmere pieces. This time, it's Guillaume Salmon, our image consultant and founder of the communication agency Tact, who is the personality behind this week's #MyLinneaLund!

Guillaume Salmon's gentle yet determined gaze betrays the temperament of a cool conqueror. He sports tattoos and a streetwear style. He adores football, especially Paris-Saint-Germain. At first glance, Guillaume Salmon seems far from the Linnea Lund universe... And yet...

Starting out as a salesperson at colette, the former undisputed temple of hype and cool in fashion and design, located on rue Saint-Honoré, he rose to become their press attaché. What was meant to be a three-year stint lasted 18 years. During this time, he learned on the job at the heart of a place that made Paris (and somewhat the rest of the world) buzz, dictating the codes and trends of a hyper-eclectic lifestyle with ultra-limited collections. So when colette closed in 2017, Guillaume Salmon saw it as an opportunity to move on and founded his own communication agency: Tact. A name he didn't choose randomly, as he values authenticity, honesty, and courtesy.

Like thousands of other curious minds, Charlotte Björklund followed Guillaume Salmon's journey for a long time. "To me, he is Paris' press attaché. An extremely cool man who has fascinated me since the colette years." It took a mutual friend to bring them together and realize their two universes weren't so different: "I was looking for a true partner to help Linnea shine even more. And I'm fortunate to have a press attaché like Guillaume, who works with brands completely different from Linnea Lund. It creates a real contrast. We complement each other, and that's our strength."

That's how we met Guillaume Salmon in his Parisian apartment, which also serves as his photo studio. On that day, he was wearing our Off-White Anette cashmere cardigan for men. With his calm voice, direct gaze, and generous smile, he welcomed us to discuss fashion, of course, but also the objects that are part of his life, like his framed Chet Baker poster, rescued from a fire in his childhood home. He talks about his urban, masculine style and his love for layering, which he expresses with Linnea Lund pieces, naturally!

How would you define your style?
"My style is urban and casual, with a touch of sophistication. I like comfortable, well-cut clothes, and I'm a big fan of layering to add depth to my outfits."

What is your favorite color from the Linnea Lund palette?
"I love neutral colors like gray, navy blue, and off-white. They are versatile and easily complement other pieces in my wardrobe."

How do you wear Linnea Lund cashmere?
"I wear Linnea Lund cashmere casually, often layered with other clothing. For example, I like to pair a cashmere cardigan with a t-shirt and jeans for a look that's both chic and comfortable. Cashmere is perfect for adding a touch of luxury to any outfit."

Which objects best represent your vision of style and elegance?
"For me, a beautiful classic watch and a stylish pair of sneakers are essential items. They add a touch of sophistication to any outfit and reflect a sense of detail and quality."

To learn more about Guillaume's projects and his agency Tact, follow him on social media and discover his inspiring work.

Discover Tact agency : Tact Communications 

Guillaume Salmon, attaché de presse, Tact Communications, colette, style urbain, cachemire, Linnea Lund