I Know What You Did Last Summer

You need a lot of things when you go camping. Ropes, tent, sleeping bag, cooking stove, a flashlight, food, and water are the bare essentials. Samsøe Samsøe have given us a minimalistic shoot with the gear you need for summer activities in their pre-Autumn 2025 collection “Summer Camp.” The campaign features the Danish label’s first-ever brand ambassador Madeline Argy, the famous British internet personality whose unfiltered storytelling and offbeat charm have cultivated a devoted following across platforms. Argy then spoke with us about summer.

SHANE ANDERSON: Camping, glamping, or hotel in the wilderness?

MADELINE ARGY: Camping.

SA: Do you have any favorite outdoor spots in Southern California or back at home?

MG: Back home I like the beer garden at The Swan quite a lot. In Southern California I have to admit that this question made me realize I need to go outdoors more. Will update.

SA: What items are indispensable when you go into nature?

MG: My phone.

SA: Did you ever go to summer camp? What kinds of associations do you have with it?

MG: I never went as a kid, but I worked as a counselor when I was 18 at a camp in Pennsylvania. I associate it with Cinnamon Toast Crunch and no sleep.

SA: What do you associate with Samsøe & Samsøe and their new collection?

MG: I associate effortless, simple, wearable styles with Samsøe & Samsøe. This collection makes me think of some of my favorite memories of summer and the outdoors.

SA: The campaign features a number of outdoor sports; do you have a favorite?

MG: Canoeing (hypothetical).

SA: How do you decide what you want to share with the world?

MG: I record the story and then if I feel uncomfortable, I don’t post it.

SA: And when do you know which platform is best for which story?

MG: If it’s a story I want to go more in depth on, I’ll post a vlog or podcast episode. Otherwise, if it’s one I can tell quickly, I’ll use TikTok.

SA: You often portray your life in a brutally honest way. Are you ever afraid of being too open?

MG: I try not to operate from fear anymore, but I also don’t think there’s such a thing as “too open.” (I am wrong.)

Based in Copenhagen, Samsøe Samsøe was founded in 1993 and entered the international scene in 2000 with its minimalist, affordable, and accessible fashion marked by a distinctly Nordic look. Distinctly wearable, Samsøe Samsøe is possessed by a utilitarian energy that is on full display in the new Summer Camp collection.

Click here to explore the full collection.