Samsøe Samsøe presents Madeline Argy as the face of the pre-car collection 2025. The British talent takes part in the surreal “Summer Camp” of the Danish brand and explores the styles of the collection in the context of typical summer camp activities. The campaign aims to capture and reinterpret the mood of the midsummer by staging the most important features as props in a clean studio.
Madeline Argy is a British who built her social media presence through stories. They give an honest insight into their lives and therefore makes ARGY for millions of loyal follower: on the inside on Instagram and Tiktok. This down -to -earthness and authenticity make you the perfect choice as the first brand ambassador for Samsøe Samsøe. From rubble against bright white background to common camping equipment outside of your usual context, the visual design of “Summer Camp” shows activities such as hiking, climbing and kayaking.
The objects taken from their usual surroundings create an atmosphere that causes both familiarity and infiltration of expectations – and inspires the viewer: inside for pausing and closer inspection. In the middle of this scenery, Madeline reflects this moment of pausing. Captured in a static pose, which is almost in direct contradiction to the respective activity, it gives the staging an additional surreal level and subtly directs the focus from the props to clothing.
In accordance with the concept of the campaign, the focus is on the sportier designs of the pre-car 2025 collection, in particular the newly introduced-and already iconic-striped ‘Sadover’ polo shirts. Layering plays a key role in the looks that combine workwear jackets with bikini pants, longsleeves with mini cocks and shorts as well as bags over bags for all important summer utensils.
In addition to tent and camping equipment, it is the clothing itself that conveys the feeling of summer activities in its entire range. A walk in the cool shadow of the trees in the morning, a football game in the park at noon or a refreshing bath in the heat of the afternoon-the pre-car 2025 collection offers everything you need for these summer days, whether in nature or in the middle of the city.