The art of Travel.
For Spring/Summer 2026, Samsøe Samsøe presents “SIGHTSEEING”, a campaign exploring the rituals of travel through a modern, fashion-forward lens. Shot in Belgrade by photographer Philipp Paulus, the imagery reflects themes of movement, observation, and ease, aligning with the season’s focus on layering and versatility.
Starring Lily McMenamy and Cherif Douamba, the campaign is set at the Avala Tower, whose geometric form and panoramic views mirror the collection’s architectural clarity and understated simplicity. The campaign also includes video content combining polished footage with front-facing phone recordings, creating a hybrid visual language that reflects contemporary travel culture. Together, the imagery and film position “SIGHTSEEING “as both a campaign and an invitation to experience the collection through movement, curiosity, and personal perspective.
Take a look at the campaign imagery below.
PHOTO CREDIT: Samsøe Samsøe
