For Spring/Summer 2026, Danish brand Samsøe presents Samsøe ‘Sightseeing’ – a campaign that explores the familiar ritual of travel from a modern, fashionable perspective. The images taken by photographer Philipp Paulus in Belgrade capture a feeling of movement, observation and playful curiosity. They reflect the season’s focus on layering, versatility and ease.
Starring Lily McMenamy and Cherif Douamba, the campaign follows the models as they move in and around one of Belgrade’s most iconic landmarks: the Avala Tower. Its clean geometric lines and panoramic views create an impressive backdrop. The building is both a travel destination and a design object and reflects the architectural precision and sophisticated simplicity of the entire collection.
In keeping with the theme of sightseeing, the models interact with a range of classic travel props such as selfie sticks, binoculars and a large-format paper map. This map becomes the visual anchor of the season and its brand activations. The styling puts the focus on the SS26 collection. It highlights the brand’s signature approach to layering, contrast and materiality.
A selection of key outerwear and knit pieces are combined with casual essentials and technical fabrics. This underlines the individual, slightly unconventional way in which the models put together their looks. The season’s new bags, especially backpacks and weekenders, play a central role. Their functionality and clean construction fit naturally with a narrative rooted in travel and mobility.
The ‘Sightseeing’ videos expand the visual story and capture the spirit of exploring a city from different perspectives. They mix footage from the videographer with clips shot directly from the models’ front cameras. This combines professional scenes with the immediacy of personal documentation. The result is a hybrid visual language that appears both editorial and authentic. It’s a subtle reference to how modern sightseeing works: part curated, part spontaneous.
Together, the images and film offer a dynamic portrait of the Spring/Summer 2026 collection. The season is characterized by movement, discovery and individual expression. ‘Sightseeing’ becomes more than just a campaign title. It is an invitation from the brand to observe, reinterpret and engage with the world through your own lens.
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