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For Spring Summer 2026, Samsøe Samsøe introduces Sightseeing, a campaign that reframes the rituals of travel through a clean, contemporary fashion lens. Shot in Belgrade by Philipp Paulus, the imagery centres on movement, observation and everyday curiosity, reflecting the collection’s focus on layering, versatility and ease.
The campaign stars Lily McMenamy and Cherif Douamba, photographed in and around one of the city’s most recognisable landmarks, the Avala Tower. Its sharp geometry and panoramic views echo the collection’s architectural clarity and understated design language.
Travel references run throughout the visuals, with classic props such as maps, binoculars and selfie sticks reinforcing the sightseeing theme. Styling highlights key SS26 pieces, including outerwear, knitwear and relaxed essentials, balanced with technical fabrics and subtle contrasts. New-season bags, particularly backpacks and weekenders, feature prominently, underscoring the collection’s emphasis on functionality and mobility.
Accompanying videos extend the concept further, blending professionally shot footage with front-facing phone clips filmed by the talent themselves. This mix of polished and personal visuals reflects modern travel culture, where curated moments sit alongside spontaneous documentation.
Together, the imagery and film present a clear snapshot of Samsøe Samsøe’s SS26 direction: practical, considered and designed for movement, with individual expression at its core.
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