Samsøe Samsøe shows the authentic Nørrebro
The northern European brand presents ‘Local Love’, a short movie that shows the new Spring Summer 2021 collection.
A people-friendly dimension, a love for the reality which surrounds us, for its beauty, diversity and every of its facets. In this interview, Gitte Wetter (Samsøe Samsøe's Head of Design) tells us about the brand's origins: the creation, the evolution and the place where she set its deepest roots.
It's in Nørrebro, Copenhagen, among the streets, the shops and its enlivening people, that Gitte Wetter feels at home. In 27 years, since she moved, she gave rise to an intense sense of belonging to the surrounding community: here started the idea of creating a short movie named Local Love, 'dealing with the real story of people connected somehow to Nørrebro'. Un progetto che diventa contingenza, durante la pandemia da Covid-19.
In the short movie format you chose to present the collection, which hidden or less known side, have you decided to show?
We dug deep in order to go back to our brand's origins and identity. That’s why the main theme became 'Local Love': it contains the essence of Copenhagen and gives voice to Nørrebro. In this short movie there's real life.
What does Nørrebro mean for you?
Nørrebro means integration, creativity, open mindedness, youth, diversity. Representing a place that always welcomes anybody, a reference point. We have been located in the same area for 27 years, that's the reason why we decided to celebrate it. Covid-19 has been the occasion to portray and reinterpret human relations and the daily routine: Local Love pushes on the social fabric of the community which lives and animates Nørrebro. Activities, meetings and habits represent a particular sense of belonging and solidarity. As everybody else in the surroundings, in Norrebro I feel like home.
What does being a community mean nowadays?
Having a sense of full transparency and being able to understand each other is a huge part of our brand identity. We feel as though, with the digital era - especially looking on COVID-times - that this has meant a lot, in terms of bringing our community closer to us. We live in our district, we have our routine of having breakfast in the same café, skating across the streets or going to the same barber shop. We all contribute in giving life to Nørrebro. That’s the scenario of Local Love.
This collection emerges from a particular historical period. What were you thinking about while you were creating it? You said it was like going back to your origins...
It's about embracing diversity and being raw and honest. Both in terms of clothing, but also in terms of communication. The collection tells a story through 70's inspired knits and sets, retro feel over some silhouettes, oversized shirting, and power suiting. These tonal words describe the womenswear collection to a tee.
The key-pieces of the collection
I'm particularly in love with the Celestina Long Dress, as it embodies the full look and feel of the collection. Also, the knitted report of the Ella Polo, and Ella vests are some of my favorites for this season.
