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Samsøe Samsøe’s Pre-Fall 2025 campaign, featuring British social media star and podcaster Madeline Argy, has everything you need for a summer camp. 

There are tents, flashlights, footballs, kayaks, and lots of various-sized ropes featured in the campaign. Except, its stark white studio setting isn’t the environment for a summer camp. That bright synthetic light makes it unclear whether it was even summer when these photos were taken.

But that’s the point. Samsøe Samsøe has created a surreal summer camp as the backdrop for its first campaign with Argy, the Scandinavian label’s first-ever brand ambassador.

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In her debut Samsøe Samsøe campaign, the relatable social media content creator poses alongside the vast selection of camping gear. 

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To match the campaign’s concept, Argy’s outfits feature the more sporty designs from Samsøe Samsøe’s Pre-Fall  2025 collection. In the images, there’s a specific focus on newly introduced striped polo shirts, workwear-inspired outerwear, and tall harness-strapped boots.

Everything in the campaign is relatively loose-fitting, casual, and imbued with the label’s typical Nordic look. 

It’s the type of uncomplicated design that Samsøe Samsøe has built its legacy on, but offered in a new format: Together with the brand’s first ambassador.

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