The Danish fashion house returns to its Scandinavian roots with the release of its upcoming essentials collection.
Based in Copenhagen, Samsøe Samsøe creates chic, clean styles for the urban consumer. This collection is for the individuals behind the screens, the processed payments, and the tagged photos– the brand is searching for authenticity through stylish and functional basics made for real people.
Since 1993, the brand has prided itself on high-end pieces that are “timeless, functional, and sophisticated.” Worn alone or layered, they slip effortlessly from day to night; from workday to weekend. The latest collection goes back to basics, with characteristically Danish simplicity resulting in accessible and buildable pieces.
“But Never Basic”
The campaign for this collection centers around the human consumer and building community. In the promotional photographs, each model handwrites their signature on the backdrop, humanizing the face and body selling the garments. Videos from the shoot show the backdrop, covered in signatures. Lovers of the label have come together to create this campaign, and that sense of community is what the brand stands for.
The brand values social consciousness and sustainability, evident from their website and previous campaigns. This year at Paris Fashion Week, the brand urged consumers to spend their screen-time wisely, offering discounts for customers with the lowest screen-time.
“The less your screen time during PFW AW25, the less you pay at Samsøe.”
Intentional campaigns like this one show the brand’s commitment to staying socially conscious and siding with the consumer, not the industry.
Those interested in the brand can see themselves reflected back at them through the latest collection. People of any age, any background wear these clothes, the photographs suggest. The basics are wearable and utilitarian, nearly becoming a part of the consumer themself. The brand suggests that in this way, the garments are the foundation of style– they can be accessorized, styled, and worn-in uniquely to each individual.
“With a nod to its Scandinavian heritage, Samsøe Samsøe is defined by a wearable aesthetic that combines the utilitarian ease of Copenhagen street style with a quintessentially Scandinavian spirit.”
Samsøe Samsøe
The collection comprises of sophisticated, minimalist pieces true to Scandinavian style. Quality and fit are essential for a good basic, and the brand delivers both. Tailored denim stands out as a versatile must-have, while layered tops show style and functionality.
This upcoming collection solidifies Samsøe Samsøe as synonymous with sophistication, identity, quality, and luxury.
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