Review of Samsøe Samsøe Pre-Fall 2024 Ad Campaign by Photographer Felix Kessler and models Ruben Moreira and Dalton DuBois
Samsøe Samsøe deconstructs daily life with its new Pre-Fall 2024 campaign by photographer Felix Kessler.
The campaign imagery is separated into two conceptual moments. The first features simple imagery of everyday objects and entities: a set of weights, a ladder, a dog, a pair of headphones. Then, in the other images, these objects are put into the context of an action as they are used by a person. Though the staged actions are visually minimal and straightforward, they take on a stylishly banal strangeness; we almost feel like we are looking at thoughtful snapshots of an experimental theater production.
In the accompanying videos, which take a lo-fi perspective to putting these non-action action shots into motion, that tension between moodiness and total normalcy deepens even further.
The message of the campaign becomes apparent in conversation with the design and styling. In typical Samsøe Samsøe fashion, the collection extends from everyday denim to embellished statement dresses, all seen with an air of monochrome Scandi cool. It’s up to the wearer to interpret these subtly distinct takes on the classics, incorporating them into their wardrobe and wearing them when appropriate – or perhaps when inappropriate.
At once totally grounded yet artfully imaginative, the campaign is thus a potent statement of the brand’s distinct take on everyday expression.
Photographer | Felix Kessler
Models | Ruben Moreira and Dalton DuBois
Stylist | Joel Traptow
Set Designer | Jack Appleyard