# SAMSOE SAMSOE SS26: มองเมืองใหม่ ในชุดที่พาคุณไป

**By Onion** · 2026-05-23

## "What does a tourist see that a resident doesn't?"

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When you've lived somewhere long enough, you stop looking. The eye skips past the familiar. But someone who just arrived will raise a camera at the exact thing you've been walking past for years.

Samsoe Samsoe named their Spring/Summer 2026 campaign "SIGHTSEEING" — shot in Belgrade at the Avala Tower, starring Lily McMenamy and Cherif Douamba. The campaign explores that quality of the traveling eye: curious, unhurried, tuned to the texture of a place. A fitting frame for a collection built around movement, layering, and clothes that don't get in the way.

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Samsoe Samsoe was founded in Copenhagen in 1993, when brothers Klaus and Preben Samsøe opened a small shop in the Latin Quarter selling jewellery and premium men's T-shirts. The brand grew into an international fashion house under Peter Sextus and Per-Ulrik Andersen, who took the reins in 2000. The Scandinavian principles that defined the original shop — simplicity, sustainability, quality without noise — stayed.

Spring/Summer 2026 continues that line: clothes that travel quietly, work across contexts, and hold up to use.

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> Good design doesn't need explaining. It just works, wherever you are — that's the core of Samsoe Samsoe SS26.

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Samsoe Samsoe SS26 isn't trying to take you anywhere. It just travels well.

**Tags:** Brand Story, Copenhagen, D1, Samsoe Samsoe, Scandinavian, SS26

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> Source: [onionbkk.com / Onion](https://onionbkk.com/blogs/blog/samsoe-samsoe-ss26)