Samsøe Samsøe

May 2024

For its Pre-Fall 2024 ad campaign, Samsøe Samsøe embraces a striking exercise in functional minimalism, blurring the lines between high-end editorial fashion and the curated absurdity of everyday objects. Photographer Felix Kessler captures an aesthetic defined by stark, high-key lighting and a clinical studio environment that forces a focus on texture and form. The imagery weaves together a surreal narrative where models Ruben Moreira and Dalton DuBois interact with an eclectic array of utilitarian props, ranging from vintage leather punching bags and security archways to tandem bicycles and step ladders. This juxtaposition of the mundane with high-fashion silhouettes creates a clean, modern tension that feels both deliberate and playfully disconnected. Stylist Joel Traptow elevates the collection through a careful balance of vibrant, sheer fabrics and layered knits, while set designer Jack Appleyard provides the minimalist canvas that allows these objects to exist as geometric centerpieces. By stripping away conventional environmental context, the campaign leans into a sterile, architectural look that highlights the tactile quality of both the garments and the curated equipment. The result is an editorial series that treats consumer goods with the same meticulous reverence as the apparel, solidifying a visual language that is as enigmatic as it is commercially refined.

Commercial, Commercial

Studio strobe