By Phillza Mirza, February 2026
Samsøe Samsøe Takes the Long Way Around
Travel becomes a state of mind in SIGHTSEEING, Samsøe Samsøe’s Spring Summer 2026 campaign. Set in Belgrade and defined by motion and curiosity, the imagery reflects a season built around layering, versatility, and the freedom to move through space on one’s own terms.
Shot by Phillip Paulus, the campaign unfolds around one of the city’s most recognisable landmarks, the Avala Tower. Its sharp geometry and sweeping views act as both setting and structure, echoing the clarity and restraint that define the SS26 collection. Here, architecture becomes a quiet collaborator, grounding the imagery while allowing the clothes to move freely within the frame.
Starring Lily McMenamy and Cherif Douamba, SIGHTSEEING follows its cast as they navigate the landscape with ease and irreverence. Classic travel props, binoculars, selfie sticks, a paper map, are introduced as recurring motifs, anchoring the narrative and reinforcing the campaign’s sense of playful exploration.
The styling brings Samsøe Samsøe’s SS26 proposition into focus. Layering is instinctive rather than prescriptive, pairing outerwear and knitwear with relaxed silhouettes and technical fabrics. Bags take on renewed importance this season, with backpacks and weekenders positioned as functional companions, cleanly constructed, quietly considered, and designed for motion.
Extending the story, the accompanying films blur the line between editorial and personal documentation. Polished footage is intercut with front-facing camera clips captured by the talent themselves, reflecting the way modern travel is experienced and recorded: part curated, part spontaneous.
Together, image and film present SIGHTSEEING as more than a campaign. It becomes an invitation to look closer, move differently, and engage with the world through your own lens.
