From Ø to HERØ: Samsøe Samsøe enters a new design chapter, unveiling a sculptural new go-to bag and a Paris Fashion Week pop-up
What is Ø? Not quite an O. Not quite an E. A letter that exists in Danish and Norwegian – but not Swedish – pronounced somewhere between “uh” and “er”, shaped like a perfect circle pierced by a single line. For Samsøe Samsøe, Ø has long been more than a vowel. It’s a signature: a symbol embedded in the brand’s name and design language. And now, it becomes the defining detail of the season’s most important new accessory: the HERØ bag.
For Naïma Chamberlayne, Head of Footwear & Accessories, the launch signals something bigger than a single silhouette. “This new chapter isn’t about inventing a new era or redefining what Samsøe Samsøe is,” she says. “It’s about becoming clearer about who we already are. We’ve always stood for considered minimalism, but this moment called for more definition and confidence.”
Designed in Copenhagen, the HERØ bag distills that clarity into form. The silhouette is sculptural yet controlled; a curved ergonomic body meets a sharp, structured flap. “We focused on proportion and construction,” Chamberlayne explains. “The silhouette is clean but assertive. The details are subtle but intentional. It’s less about decoration and more about identity.”
At its centre: Ø. Reinterpreted as a subtle yet distinct hardware detail, the circular motif connects the HERØ bag to the brand’s heritage while signalling a refined evolution of its visual language. “The Ø is part of our name, so it naturally carries meaning. It’s also quintessentially Danish,” Chamberlayne notes. “When designing it, we wanted to avoid treating it as just branding. Instead of simply applying it onto the bag, we integrated it into the function. It became part of the design itself. Rather than adding decoration, we made identity functional.”
Versatility is built into its DNA. In smooth leather, the HERØ becomes a refined everyday companion – sculptural and assured. In tactile cow hair, it reveals a more expressive side, speaking to individuality without sacrificing elegance. Transforming with its wearer, it shifts from understated essential to statement piece with ease. Balancing quality, accessibility and enduring design, the HERØ bag embodies Samsøe Samsøe’s commitment to creating pieces that are as timeless as they are relevant.
And that language will extend beyond bags. “Footwear is a natural next step,” she says. “We’re thinking about accessories as a complete universe, with the ambition to dress our customer head to toe and across gender in a way that feels cohesive and considered. It’s not about expanding for the sake of it, but about building consistency and strengthening the overall expression of the brand.”
The HERØ bag will be available online, in stores and at selected retailers worldwide from March 5th.
For SS26, Samsøe Samsøe introduces ‘HERØ IN THE CITY,’ a CGI campaign created to mark the launch of our signature Herø Bag. Filmed across three locations in Copenhagen, theconcept blends real city footage with precise 3D animation to present the silhouette in five refined colourways. .
A herø moment in Paris
To mark this new chapter, Samsøe Samsøe will unveil a dedicated pop-up during Paris Fashion Week, created in collaboration with Copenhagen-based design studio SPACON.
“For the first time, we’ve had the opportunity to showcase accessories in an environment separated from ready-to-wear,” Chamberlayne says. “That is a significant moment for us. It allowed the category to stand on its own and be experienced with more focus and clarity.”
Built around Ø, the spatial concept translates the bag’s sculptural language into architecture. Clean lines and natural textures are punctuated by curved display elements inspired by the HERØ’s flap construction. Steel box podiums dressed in interchangeable leather skins introduce tactility and modularity, while a chrome wall system (referencing the bag’s mirrored hardware) establishes a consistent structural framework throughout.
“There’s a subtle dialogue between polished and raw elements, merging formal and casual in the same way we approach product,” Chamberlayne explains. “I’m very pleased to be working with the wonderfully talented women behind SPACON Studio.”
At the centre stands a sculptural hero display table inspired by the bag’s curved silhouette – carrying the product forward, quite literally. Materials, colours and finishes are drawn directly from the collection, allowing product and environment to read as one continuous system.
The result is an immersive translation of the HERØ philosophy – and it's not just for VIP fashion week guests. The Samsøe Samsøe pop-up is open to the public until early April.
