Lily McMenamy Stars in Samsøe Samsøe's SS26 Campaign
Debuting the new “SIGHTSEEING” collection.
For Spring/Summer 2026, “SIGHTSEEING” is the name of the game. At least for Samsøe Samsøe it is, anyway. The brand just dropped its new SS26 collection and campaign, starring Lily McMenamy. Captured in Belgrade, the campaign follows its protagonists through the city’s landmark AvalaTower.
Reflecting the “architectural precision” and “elevated simplicity” of the collection itself, the backdrop offers panoramic views and sleek, geometric lines, mimicking the design language of SS26. With a core focus on layering and versatility, the collection features relaxed basics, classic outerwear and technical fabrics, each designed to support exploration and movement.
Rounded out by new season bags, like backpacks and weekenders, the full collection favors functionality, travel and mobility. These themes are emphasized through the campaign, which sees its talents captured with selfie sticks, binoculars and large paper maps.
Take a look at the campaign above and head to the Samsoe Samsoe website to shop the new collection.
In other fashion news, MARGESHERWOOD dropped a Peanuts collab.
