SAMSØE SAMSØE takes us on a journey to New York to experience the new AW24 collection in its natural element: a vibrant urban setting that merges with the brand’s signature Scandinavian flair.
The collection features Danish minimalist basics that flow seamlessly into glittering and daring pieces. The AW24 collection by SAMSØE SAMSØE got us covered, with clean Scandinavian designs for everyday life that dynamically change with the rhythm of life – from the early hours of the morning until late at night.
For the campaign, New York-based photographer Philipp Paulus brought together the global community of SAMSØE SAMSØE’s, all of whom call the Big Apple home and embody the dynamic nature of the city.
To present its upcoming Autumn Winter 2024 collection, Samsøe Samsøe travels to New York City to capture the styles in the space that they were created for: the urban landscape. The two-part campaign traverses 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 span of a day and proves that the brand’s Scandinavian simplicity offers the perfect everyday designs for you to change alongside it.
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 partywear 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.
The transition of time and place is further established as a central theme by a balloon that traverses hours and locations in the city in the same way that the talents do. Printed with an understated logo, it mirrors the label’s Scandinavian simplicity, and serves as a first subtle messenger of the approach of Samsøe Samsøe’s launch in the US.
