'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.
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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.
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A selection of key outerwear and knitwear pieces is paired with relaxed essentials and technical fabrics, underscoring the individual, slightly offbeat way the talents combine their looks.
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