SAMSØE SAMSØE INTRODUCES ITS NEW ‘HERØ BAG’ IN IN GDI-LED CAMPAIGN

editor MAREK BARTEK

For Spring/Summer 2026, Samsøe Samsøe is sending its newest accessory on a city adventure. Titled HERØ IN THE CITY, brand’s first ever CGI-led campaign celebrates the launch of the their new signature Herø Bag through a playful journey across Copenhagen.

Created in collaboration with the creative duo Sucuk & Bratwurst, the campaign blends real footage of the Danish capital with 3D animation. The Herø Bag cycles through the city streets, pauses at one of Copenhagen’s famous harbour swimming spots, and even stops by the iconic petrol station designed by architect Arne Jacobsen.

image courtesy of SAMSØE SAMSØE

At the centre of it all is the bag itself. With its softly sculpted silhouette, curved handle, and refined hardware detail, the Herø Bag balances function and minimalism in a distinctly Scandinavian way. The design feels modern yet effortless — structured enough to hold its shape while remaining relaxed and easy to wear. Presented in five colourways, it slots seamlessly into the brand’s Spring/Summer 2026 wardrobe.