“It’s cool, point blank”: Madeline Argy on falling for Danish style and starring in Samsøe Samsøe’s latest campaign

Madeline Argy’s relationship with Samsøe Samsøe traces back to a single jacket, which found its way into the British content creator’s closet before she was particularly familiar with the Danish brand. The year was 2022 (or 2023) and the jacket in question was a textured brown Samsøe Samsøe bomber, cropped just right. “I wore it out once and have never been asked by so many people where my jacket is from,” says Argy. She wound up repeating the name ‘Samsøe Samsøe’ so many times, it became burned in her brain. “I went to the website one day and I fell in love with them,” she says. “I’ve been wearing their pieces ever since.”

It was therefore a full-circle moment when Samsøe Samsøe tapped Argy to star in their pre-autumn 2025 campaign. The images, which were shot in London by Petros Studios, find Argy at a surreal summer camp, appearing in-studio alongside kayaks and tents, carrying ropes and gear. “They sent me the moodboard and the second I saw it I was so excited about the vision,” says Argy. Is that because she an outdoorsy girl? “I’m gonna lie,” she prefaces, cheekily. “Yeah!”

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Argy, it turns out, is selling herself short. Growing up in West Sussex, she and her family went camping quite a bit. “My dad had this work truck – it was a pickup – and every weekend he would put me and my sister in the back of it and we would drive down to this local campground,” Argy says. “I still go there, actually. It’s one of my favourite places in the world. It’s the worst campground ever. It’s literally in a field and they have peacocks running around, which is terrifying, and this little fishing pond.” Sufficient to say, the Samsøe Samsøe shoot was not Argy’s first interaction with a tent.

But it wasn’t just the props that got Argy excited about the campaign. The looks, which emphasise the sportier pieces in Samsøe Samsøe’s pre-fall repertoire (most notably, that coveted striped Savodar polo shirt), were styled just right – a masterclass in the Danish art of layering. “They would present me with three tank tops and say ‘Put them all on’,” says Argy, noting that the stylist would place the tank tops just so, ensuring all layers were visible. Her favourite look found a brown workwear jacket over a hoodie over a cardigan, unexpectedly paired with moss green bikini bottoms, knee-high socks and motorcycle boots. “I was obsessed with it,” says Argy. “I still am.”

Thanks in part to her relationship with Samsøe Samsøe, Argy is finding herself enamoured with Danish style at large. “My overall impression is – and I think everyone’s impression is – that it’s cool, point blank,” she says. “For me, the word that comes to mind is versatile.”

Seeing the looks come together at the Samsøe Samsøe shoot, meanwhile, has inspired Argy to reimagine her own wardrobe, using pieces on-hand. “A lot of the time I feel really bored with my closet. I don’t want to over-consume, but it gets so boring when you’re putting on the same outfits every day,” she says. “I feel like I’m learning more about ‘Danish style’ – and Samsøe Samsøe in particular – realising you can wear multiple pieces of clothing and they’re gonna look different if you put them all on at the same time. You can even wear one shirt three different ways. Who says both the armholes have to go over one arm each?” The only setback is that Argy recently relocated to Los Angeles, where the balmy climate doesn’t exactly lend itself to layering.

Despite falling for Danish fashion and starring in a Danish brand’s campaign, Argy has never actually set foot in Denmark. She has, however, indulged in one of the country’s finest delicacies: smørrebrød. She ate it growing up, with a friend of her mother’s, who may or may not be Danish (Argy isn’t sure). “I was like, ‘I wonder if I’ve tried Danish food’,” says Argy. “So I googled ‘common Danish food’ and it turns out I have tried it!”

As for the fate of Argy’s beloved Samsøe Samsøe jacket, it’s still in rotation, waiting to be worn atop multiple layers. “I still have my trusty jacket,” she confirms. “It’s still one of my favourites and every single time I wear it, people ask me where it’s from.”