Samsøe Samsøe’s Pre-Autumn 2025 “Summer Camp” campaign introduces British creator Madeleine Argy — the brand’s first-ever ambassador — in a surreal studio setting. This time, the brand reimagines outdoor activity through a distinctly Scandinavian lens. The imagery, shot by Petros Studios, reflects their signature crisp and stylised aesthetic.
Madeleine Argy in brown utility jacket beside a still-life arrangement of camping gear in Samsøe Samsøe's Summer Camp campaign
Throughout the campaign, camping gear, tents, and climbing equipment are carefully arranged around the studio. These outdoor objects become still life — quiet symbols placed against stark white backgrounds. As a result, the styling takes centre stage.
Madeline Argy suspended mid-air on a climbing frame, wearing utility shorts and a striped top in a white studio space.
Madeleine Argy styled in grey athletic layers holding climbing rope in Samsøe Samsøe’s Pre-Autumn 2025 collection

Visually, Samsøe Samsøe’s campaign plays with contrast. Some frames pulse with energy, while others lean into stillness. In one, Argy hangs mid-air. In another, she grips a rope that suggests motion, though her body remains grounded. This push and pull carries into the styling. Utility jackets are layered over bikini bottoms. Oversized bags suggest movement. Meanwhile, city-activewear is styled with quiet control.

Madeleine Argy wearing striped polo and bikini bottoms beside a surfboard in Samsøe Samsøe’s Summer Camp editorial
Cluster of white volleyballs styled as sculptural still life in Samsøe Samsøe’s Summer Camp campaign imagery
Altogether, the final shots extend the narrative — a distilled vision of summer, where motion becomes sculptural. Each element is arranged with the same quiet precision seen throughout the collection.
Lookbook image featuring loose blue denim trousers, white shirt, and snakeskin accessories from Samsøe Samsøe’s Pre-Autumn 2025 collection
Menswear lookbook image from Samsøe Samsøe’s Pre-Autumn 2025 collection, styled in crisp white and soft layering
The lookbook picks up the thread, offering a softer counterpoint to the campaign’s sportier tone. Although the styling is simpler, it still reflects Samsøe Samsøe’s restrained and functional approach. Shot in a minimal white studio, it features pigment-dyed denim, crisp shirting, and oversized accessories. Each look carries a quiet sense of movement while remaining grounded in wearability. In terms of colour, the palette stays close to high-summer neutrals — crisp white, sand, and faded blue — with a trace of autumn in washed purples and browns.
Still life shot of boulder with blue sneakers and red lantern, representing sculptural styling
Ultimately, Samsøe Samsøe’s Pre-Autumn 2025 offers clothes built for real life. This season, the brand reworks utility through a Scandinavian lens — one that favours clarity over noise. With Argy as its first ambassador, the label finds a face that mirrors its tone: understated, modern, and quietly confident.
Photographer: @petrosstudio
Stylist: @joeltraptow
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