Samsøe Samsøe Launches Spring/Summer 2026 Campaign

For Spring/Summer 2026, Samsøe Samsøe invites us to pack our bags and embrace the art of travel with its new campaign, SIGHTSEEING. The Danish brand turns its lens on the rituals of modern exploration, offering a vision of travel that balances style, ease, and versatility. Shot in Belgrade by photographer Philipp Paulus, the imagery captures movement, observation, and the understated elegance that defines the season. This is travelwear reimagined, where layering is not just practical but purposeful, and each piece is designed to adapt effortlessly to city streets, gallery visits, and unexpected detours.

The campaign stars Lily McMenamy and Cherif Douamba, whose presence embodies both curiosity and confidence. Their movements across Belgrade’s iconic Avala Tower highlight the collection’s architectural precision. The tower’s geometric forms and panoramic vistas echo Samsøe Samsøe’s commitment to clean lines and structured silhouettes, creating a dialogue between fashion and the built environment. The result is a collection that feels simultaneously grounded and aspirational, perfectly suited to the itinerant, image-conscious traveller.

Samsøe Samsøe’s visual storytelling goes beyond still photography. SIGHTSEEING blends polished cinematic footage with front-facing phone recordings, a hybrid approach that mirrors the way we capture our journeys today. It’s a reflection of contemporary travel culture: spontaneous, personal, and curated all at once. This approach allows viewers to experience the collection as an invitation, not just to look, but to move, explore, and interpret style through their own lens.

Ultimately, SIGHTSEEING positions Samsøe Samsøe as a brand attuned to both the modern traveller and the thoughtful dresser. By weaving architecture, movement, and a playful nod to digital culture into the campaign, the label demonstrates how fashion can be functional, expressive, and aspirational all at once. Spring/Summer 2026 is a season built for discovery, and Samsøe Samsøe ensures you’ll do it in style.