'SIGHTSEEING': Our Spring Summer 2026 campaign
'SIGHTSEEING'
For Spring Summer 2026, Samsøe Samsøe presents ‘SIGHTSEEING’ – a campaign that explores the familiar ritual of travel through a modern, fashion-forward lens. Shot in Belgrade by photographer Philipp Paulus, the imagery captures a sense of movement, observation, and playful curiosity, reflecting the season’s focus on layering, versatility, and ease.
Starring Lily McMenamy and Cherif Douamba, the imagery and videos follow the talents as they move in and around one of Belgrade’s most iconic landmarks: the Avala Tower. Its clean geometric lines and panoramic views form a striking backdrop – a structure that is both destination and design object, mirroring the architectural precision and elevated simplicity found throughout the collection.
)
)
Embracing the theme of sightseeing, the talents engage with a series of classic travel props: selfie sticks, binoculars, and a large-format paper map that becomes a visual anchor throughout the season and its activations for the brand. The styling brings the SS26 collection into focus, highlighting the brand’s signature approach to layering, contrast, and materiality.
)
)
The details and landmarks of Berlin become symbolic for the unique character of the city that is not only represented in architecture, but also in the distinct style that each metropole is home to. And amongst it all, the new Fall Winter collection proves to be a versatile companion that seamlessly fits into the dynamic urban life.
)
)
)