Samsøe Samsøe Fall 2025 Ad Campaign

Review of Samsøe Samsøe Fall 2025 Ad Campaign by Art Director Jelena Fijan with Photographer Philipp Paulus with models Nina Marker, Yura Nakano

For Fall 2025, Samsøe Samsøe ventures into Berlin with a campaign that feels part street diary, part love letter to waiting rooms and warm coats. Shot by Philipp Paulus at the cinematic crossroad of Potsdamer Platz, “Where the Lights Meet” captures the Danish label’s knack for making the practical feel poetic. With art direction by Jelena Fijan and styling by Joel Traptow, the campaign taps into a mood somewhere between transient and tethered—connection dressed in corduroy and leather, with a plush green frog tagging along for the ride.

Set against the glassy grid of train stations and the concrete sprawl of Berlin’s intersections, the images lean into candidness with a dose of Nordic restraint. Nina Marker and Yura Nakano drift across streets and subways like they’ve just walked out of an indie film—we’re never quite sure if they’re arriving, leaving, or just philosophically lost in transit. Props—a massive green frog and a bean bag chair—emerge as almost surrealist plot points, breaking the stillness with a wink. It’s urban realism, yes, but laced with a quiet absurdity that makes you pause (and maybe want to hug a frog).

There’s a wonderful contrast at play: the clothes are sturdy—suede, leather, structured denim—built to last through decades and downpours, while the narrative flirts with ephemeral emotion. Paulus’s lens doesn’t romanticize the city, it reveals it: Berlin as a place where relationships unfold amid the bustle, where waiting isn’t empty but expectant. The campaign succeeds in feeling rooted without being static. If there’s a quibble, it’s that some moments err on the side of editorial ambiguity—strong on mood, light on message. But perhaps that’s the point. These aren’t looks that shout; they settle in.

“Where the Lights Meet” offers up a vision of modern connection that’s both durable and dreamy—like your favorite leather jacket on a strange new train. With its tonal balance of warmth and cool, utility and romance, Samsøe Samsøe once again proves that quiet style often makes the loudest statement. And in case we forget the value of emotional investment? A lime green frog is here to remind us to keep things prosperously playful.