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.

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. 

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.

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.