Samsøe Samsøe presents its Pre-Spring 2025 campaign titled ‘WINTER JOURNAL’ full of timeless essentials and modern accessories. Taking up the concept of journalling, the campaign combines analogue and digital elements. In the end, the final assets are shown in three different variations: as photographs, scans of these, and as pictures of the scans.
Playing with the medium of photography, the idea of journalling is also taken up by the props – scissors, rubber bands, paper clips, and more journalling staples. Together they make an appearance to bring the concept to completion. The curation that goes hand in hand with the act of assembling photos and items to give them meaning, both subjectively and objectively, is therefore a central component in this campaign.
Shot in London, Petros Studios captures Samsøe Samsøe’s contemporary designs on Celine Tyson, Nicole Boma, and Sacha Bilal. More importantly, they are talents that the brand has worked with previously and that are part of its very own community.
It is a play on contrast with neutral silhouettes set against a bright, white background and singular pops of colours. The play adds a special focus to some of these shots, as seen with the impactful red Sanok leather jacket or blue Saarin cardigan. The idea of contrast is also taken up by the direction of the models. In this sense, they alternate between static poses and dynamic movements to capture the key styles of the season in different moods.
These shots are then extended by the still life imagery of the collection’s essentials and accessories. The products prove just as directional and eye-catching as the model imagery, courtesy of sleek leather silhouettes, high contrast photography, and the addition of the aforementioned special props and items.
Despite being still life, these shots, too, play with movement. Knits, bags, and shoes are made to resemble the fold of paper, showing themselves in various ways, putting texture and structure at the centre of this part of the campaign. For example, the soft leather of the Saluna flats and the wool-blend of the Nor line become almost palpable courtesy of rubber bands and other elements that show how these materials react to touch.
Altogether, the ‘WINTER JOURNAL’ campaign masters the combination of different aspects of the collection. The campaign merges urban essentials, partywear, gifting – through an almost poetic use of different mediums that look at photography once or twice removed and set the items into a new context through curation.
Despite the different occasions that are being covered by the collection and the different mediums that they are portrayed in, the imagery nevertheless comes together as a consistent and artistic whole. We can understand it in the same way that the craft of journalling brings together different elements such as handwriting, tape, photos, and drawings. When everything is added, the product creates a coherent, personal narrative.
