Samsøe Samsøe Launches Its New Pre-Autumn 2025 Campaign: Summer Camp
Luxferity, 13.05.2025
Samsøe Samsøe presents Madeline Argy as the face of its Pre-Autumn 2025 campaign. The British talent attends the Danish brand’s surreal ‘SUMMER CAMP’, exploring the styles of the collection alongside notable summer camp activities. As a consequence, the campaign seeks to both encapsulates and re-evaluates the spirit of high summer by breaking it down to its central signifiers in the form of props within a clean studio.
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Madeline Argy is a British personality that has built her social media presence on her candid storytelling that gives an honest insight into her life and makes her relatable to her millions of loyal followers across Instagram and TikTok. It is this down-to-earth and honest attitude that made her the perfect fit as Samsøe Samsøe’s first ever brand ambassador. From rocks set against a starkly white background to common camping equipment outside of its usual context, the visual expression of ‘SUMMER CAMP’ pictures activities like hiking, climbing, and kayaks.
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Taken out of their ordinary environment, the result is an atmosphere that simultaneously evokes a feeling of the familiar and the subversion of expectations – inspiring a moment of pause in the onlooker to take a closer glance. And, amongst it all, Madeline mirrors this same moment of pause, captured in a static posture that almost directly contradicts the norm of the activity – thereby adding another layer of surrealism to the scenarios at hand, gently shifting the focus from the props to the clothing instead.
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To match the concept of this the campaign, it centres around the sportier designs of the label’s Pre-Autumn 2025 collection with a focus on the newly introduced – yet already iconic – striped Sadover polo shirts. Layering plays a key role in the styling of the looks which show workwear jackets paired with bikini bottoms, longsleeves with miniskirts and shorts, and bags upon bags to carry all summer essentials. Besides the tent and other camping equipment, it is therefore the clothing itself that creates a sense of summertime activities in all of their wide range. A walk within the cold shade of the trees in the morning, a football match in the park to attend at noon, or the cooling swim in the heat of the afternoon – the Pre-Autumn 2026 collection has everything that is needed for those days of summer, no matter whether it is in nature of or in the midst of the city.
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