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Samsøe Samsøe AW24 campaign, “Nine to Nine”, was shot in New York City by Philipp Paulus.
The new campaign captures the Samsøe Samsøe collection in the space it was created for: the urban landscape.
The two-part campaign spans 24 hours – from 9AM to 9PM, followed by 9PM to 9AM. With this extended timeframe, it seeks to showcase the way that the city changes over the course of a day and proves that the brand’s Scandinavian simplicity can adapt to all circumstances.
At the centre of this campaign stand the talents, which are part of the Samsøe Samsøe community and share their own perspective of New York City as part of the video series that accompanies the campaign. Alexis, Danny, Elly, Dede, and Dalton do not only represent the dynamic nature of the city as they are captured on its busy streets, but also in the way that they describe their own lives within it.
As individual as their daily routines and descriptions of the vibrant city they call home, the campaign also reflects the talents’ personal styling needs for the everyday. From a casual bomber jacket or wool coat during the day to sparkling party wear and impactful leather jackets at night, the collection’s wide range of styles covers all the needs for the everyday – from the early hours of the morning to the late hours of the night.
With Samsøe Samsøe’s launch to the US fast approaching, the NYC setting is perfect to showcase how the Scandi brand’s designs can seamlessly fit into a new urban setting.
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