In Conversation with Samsøe Samsøe: Inside the Zalando Collaboration
Could you describe the new ‘Summer in the City’ capsule in your own words, and what are some standout pieces or design elements in this collection that you’re particularly excited about?
Samsøe Samsøe: Summer in the City is inspired by the feeling of spending summer in a Scandinavian city, where life naturally moves outdoors and the days often continue long into the evening. We wanted to create a wardrobe that feels effortless and versatile, with pieces that work across different moments of the day without feeling overstyled. The capsule brings together womenswear and menswear through a shared design language. There are pieces that naturally sit across both wardrobes alongside styles developed specifically for women. I like that balance because it reflects how many people dress today. It’s less about defining who something is for and more about how it fits into someone’s personal wardrobe.
Tell us about the creative process leading up to the collection. Where did you draw your inspiration?
SS: The collection started with observing how people experience the city during summer. There is a certain optimism that comes with the season. People spend more time outside, the pace feels different, and the city becomes a place for gathering as much as moving through. We looked at Scandinavian architecture, urban landscapes and the contrast between clean lines and softer natural elements. But most importantly, we were inspired by real life. We always want to create clothes that become part of someone’s everyday wardrobe rather than existing for a single moment. Design is a collaborative process, so throughout the development we worked closely across design, fabrics, colour and styling to make sure every piece felt connected.
images courtesy Zalando
In your opinion, what is the essence of the 2026 Scandinavian urban summer
style?
SS: For me, it is about ease and confidence. Scandinavian style has never been about wearing more than you need. It is about thoughtful choices, quality materials and silhouettes that feel relevant beyond one season. I think people are becoming more personal in the way they dress. They mix tailoring with casual pieces, combine womenswear and menswear influences, and build wardrobes that reflect their own lifestyle rather than following trends. That feels very contemporary to me.
What does an ideal Scandinavian summer day look like for you?
SS: It starts with coffee outside before the city gets busy. Then it’s a bike ride to the studio and spending the day with the team, which always feels different during summer because everyone brings a lighter energy. The best part is the evening, when there is still daylight and no real pressure to be anywhere. Meeting friends outside, sitting by the water or simply walking through Copenhagen is often enough. Those long Nordic evenings are something very special.
In the Nordics, urban summer lifestyle is deeply tied to festival culture. Do you attend festivals yourself? And if so, what has been your most memorable festival moment?
SS: I enjoy festivals because they bring together music, creativity and people from very different backgrounds. It’s one of the few places where personal style feels completely natural and individual. What stays with me most is not necessarily one particular performance, but the atmosphere. When the sun starts to set, everyone is together, and there is a real feeling of openness and community. That sense of freedom was definitely something we wanted to capture in the collection.
In the Nordics, city summer living and festival culture are deeply connected. How do these pieces transition from everyday city routines to the vibrant, expressive atmosphere of a major urban festival?
SS: We designed the capsule with flexibility in mind. The same outfit should be able to take you through different parts of the day with only small styling changes. Whether it’s relaxed tailoring, an oversized shirt, lightweight outerwear or an easy dress, the pieces are designed to be layered and styled in different ways. Many of them can also move naturally between womenswear and menswear wardrobes, which creates even more possibilities for personal styling. For us, that reflects modern dressing. People want clothes that adapt to their lives rather than the other way around.
This capsule is launching exclusively across all Zalando markets. What makes Zalando the ideal partner for Samsøe Samsøe when bringing a contemporary Scandinavian fashion narrative to a broad, style-conscious audience?
SS: Zalando has built a strong relationship with customers who appreciate contemporary fashion and quality, so it feels like a natural partner for us.
What makes this collaboration exciting is the opportunity to present a complete Samsøe Samsøe story through both womenswear and menswear. While each collection has its own identity, they share the same values and design philosophy, and many of the pieces naturally complement one another. That reflects the way we approach design as a brand. Together, we can bring a contemporary Scandinavian perspective to a wider audience while staying true to who we are.
Looking ahead, what are your creative ambitions for the brand, and how do you see partnerships with Zalando moving forward?
SS: Our ambition is to keep refining what contemporary Scandinavian fashion can be. We are always looking at how we can make our collections feel more relevant, more considered and ultimately more lasting. We want to continue building wardrobes that people come back to season after season. Partnerships like this allow us to reach new audiences and share our design perspective in meaningful ways, while remaining consistent with the identity of the brand.
How do you stay inspired and motivated in an industry that’s constantly evolving and competitive?
SS: For me, it starts with curiosity. Inspiration comes from many places, from
architecture and art to travel, conversations, and simply observing how people dress in everyday life. At the same time, I think it is important not to constantly look for the next new thing. Some of the strongest ideas come from refining something rather than reinventing it. I find it motivating to create clothes that people genuinely want to wear and keep in their wardrobe for years. That feels much more rewarding than following trends.
