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Courtesy of Samsøe Samsøe / Photography Philipp PaulusFebruary 5, 2026Fashion / NewsFashion / NewsSamsøe Samsøe wants you to take in the sights for SS26

Shot at Belgrade’s most iconic landmark, the Avala Tower, the brand’s latest campaign is an invitation to explore...

ShareLink copied ✔️ In Partnership with Samsøe SamsøeFebruary 5, 2026February 5, 2026TextDazed DigitalSamsøe Samsøe SS26 SS26_26.01_Sightseeing_Campaign_Feed_6

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For SS26, Copenhagen-based brand Samsøe Samsøe has produced a campaign rooted in the familiar trappings of tourism; from maps and selfie sticks to the act of simply looking around. Titled Sightseeing, the images play with the idea of travel not as escape but as a way of paying closer attention, encouraging a more curious and observant way of moving through the world.

Sacastor x Overshirt

Long-sleeved denim overshirt with a regular fit. Button closure on the front and buttoned cuffs. Main material made from 100% cotton. Shop Here

Sabruce Trousers

Trousers with a loose fit and wide leg. Button and zipper closure on the front. Side slit pockets on the front and buttoned welt pockets on the back. Pressed creases on the front and back. Main material made from a blend of recycled polyester and wool. Shop Here

Framing sightseeing as both a physical and visual exercise, the campaign was shot in Belgrade by photographer Philipp Paulus. Starring models Lily McMenamy and Cherif Douamba, Paulus captures the duo as they explore the city, centring on the Avala Tower, one of its most recognisable landmarks.

Courtesy of Samsøe Samsøe / Photography Philipp Paulus

Across the campaign, the imagery leans into tourist-coded details without heavy irony. Props like binoculars, paper maps, and phone cameras are integrated throughout, anchoring the visuals in the familiar travel moments we’ve all seen or experienced. Alongside Paulus, Samsøe Samsøe enlisted stylist Joel Traptow to bring the collection into focus through relaxed but intentional layering, highlighting contrast in textures and proportions.

Sakaia Shoulder bag

Shoulder bag with a curved shoulder strap. Bar closure on the inside. Metal hardware in the shape of the iconic ø on the shoulder strap. Logo-branded pocket on the inside. Silver-toned hardware. Main material made with recycled leather. Shop Here

Sathea dress

Sleeveless maxi dress in a jersey and woven fabric with a slim fit and A-line skirt. High neckline and straight back for a clean, elegant look. The main material is made from organic cotton and a stretchy organic cotton blend. This product is GOTS certified. Shop Here

At its heart, Sightseeing showcases Samsøe Samsøe's signature focus on versatility, movement and effortless pieces for everyday life. The SS26 collection embodies this with pieces designed to truly go anywhere. For womenswear, the Sathea dress is a standout – a fluid, easy silhouette that transitions seamlessly from day to night. The Saharper pleat jeans strike a perfect balance, offering the structure of tailoring with a relaxed, comfortable fit. Complementing this is the clean, practical Sakaia shoulder bag in black, a perfect nod to the campaign’s travel theme.

Menswear follows the same functional and effortless approach. From the Samarco Polo SS, which offers a fresh take on a classic shape, cut for a modern feel, to the Sabruce trousers, which prioritise comfort and unrestricted movement without sacrificing a polished look, each piece is made to naturally slot into your wardrobe.

Shop the collection throughout the article.

Samarco Polo SS

Short-sleeved knitted polo shirt. Button closure on the front and rib-knitted cuffs. Polo collar. Main material made from a blend of organic cotton and recycled polyester. Shop Here

Saharper Pleat Jeans

Denim jeans with a loose fit and curved leg. Pleated front. Button and zipper closure on the front. Side slit pockets on the front and welt pocket on the back. Main material made from a blend of organic cotton and recycled cotton. Shop HereEscape the algorithm! Get The DropEmail address SIGN UP

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