Founded in 1993 as a jewellery boutique in Copenhagen, Samsøe Samsøe has transformed into a global fashion brand under the leadership of Peter Sextus and Per-Ulrik Andersen. Embracing Scandinavian minimalism, their collections reflect Copenhagen street fashion with accessible, minimalist designs. Today Samsøe Samsøe’s presence extends across 31 countries, embodying a dedication to timeless sophistication and modern charm. We met with the team to discuss their latest project, as well as the brand’s philosophy and meaningful storytelling.
During Paris Fashion Week 2024, the streets of Le Marais welcomed a distinctive space, curated by the renowned Danish fashion brand Samsøe Samsøe. This innovative venture not only celebrated the launch of their new Basic collection but also encapsulated the brand’s commitment to Scandinavian simplicity and sustainability.
The Basic collection, a cornerstone of Samsøe Samsøe’s offerings, epitomises refined essentials made from responsible materials, setting the stage for a timeless wardrobe. In collaboration with set designer Fatima Fransson, the brand transformed a minimalist gallery into an artistic expression of its ethos, where simplicity met sophistication.
‘We took the timeless, long-lasting approach of the product to be central at the space, which gives it a contemporary art gallery feel’, says Boy Frey, Global Social Media & Community Manager at Samsøe Samsøe. The carefully curated installations not only showcased the design process but also invited visitors to engage with the essence of quality artistry.
At the heart of Samsøe Samsøe’s philosophy lies a dedication to sustainability. ‘The basic collection is made out of 50% recycled material and 30% certified materials which the company is really proud of’, Frey emphasises. This dedication is further exemplified through various activations, including recycling programs, organic materials sourcing, and repair and resell initiatives.
Frey highlights the brand’s efforts to raise awareness about environmental issues, offering consumers the choice to opt for sustainable lifestyle choices. ‘We try to inform the customer in a non-aggressive way to make the right choices’, he explains. From sharing material backgrounds to offering in-store repair services, Samsøe Samsøe aims to empower consumers to make informed decisions.
At Paris Fashion Week, visitors to the Samsøe Samsøe ‘space’ were treated to an oasis of calm amidst the bustling fashion scene. ‘It gave a welcoming and inspiring feel’, says Boy, ‘that enabled to have a little break from the chaos but stay inspired by telling our story’. This narrative extends beyond fashion; it’s a testament to the brand’s commitment to creating meaningful experiences that resonate with its audience.
In collaboration with set designer Fatima Fransson, Samsøe Samsøe has created a story of timeless elegance and sustainability. ‘By creating a calm gallery during a chaotic week in Paris’, Frey concludes, ‘we actually told the story of the brand’s basic collection, which is focusing on quality and long-lasting products’. Through artful installations and thoughtful design, the brand invites us to pause, reflect, and embrace the beauty of simplicity in an ever-changing world.
As Paris Fashion Week concluded, the enduring legacy of Samsøe Samsøe’s ‘space’ remained, serving as a lasting testament to the influence of artistry, sustainability, and storytelling within the realm of fashion.
All photography courtesy of SAMSØE SAMSØE
