There's a reason the Big Apple is the chosen city – and muse – for so many, and Samsøe Samsøe is the latest to fixate on the spirit of New York City. For over 30 years, the Danish brand has forged a name for itself with a signature utilitarian ease, rooted in Scandinavian simplicity. Now, Samsøe Samsøe has travelled to NYC to capture its autumn/winter '24 designs in the exact space they were created for: the urban landscape.

Titled 'Nine to Nine', Samsøe Samsøe's campaign traverses a 24 hour window, showcasing the way in which 'the city that never sleeps' changes around the clock – and how its AW24 collection is the perfect uniform for this evolving urban environment.

But what really makes New York is the people that live there so, naturally, Samsøe Samsøe called on its own community of creatives and talents to star in the AW24 campaign. Taking us around the clock, with a single balloon acting as the baton passed between each, we follow a cast of true New Yorkers from 'Nine To Nine' as they go about their lives in the latest collection.

First is Ghana-born model Dede, who has lived in New York for almost 10 years, claiming the best aspect is simply “the food.” Then, we meet Australian stylist Ellie McGaw, who describes her adopted home as "addictive, energetic, beautiful," while model Danny Aguilera of the Lower East Side believes you have to be the best at what you do in New York, or “somebody’s going to do it better than you.”

Taking us into the evening of the 24 hours is Bushwick-based model Dalton DuBois, who enjoys the "more forward and unapologetic" characteristics of New Yorkers, before boxer Alexis Chaparro – born and raised in Queens – closes the show with: "Big city, big lights... New York is home."

Just as dynamic as the five featured New Yorkers is their personal styling of the versatile and hard-working AW24 collection. From a casual bomber jacket or wool coat during the day to sparkling partywear and impactful leather jackets at night, the collection’s wide range of styles covers all the needs for the everyday – from the early hours of the morning to the late hours of the night. Note, in particular, some of the collection's head-turning stand-outs including a cow leather jacket and sparkling crystal-embellished sheer skirt.

But back to that white, logo-stamped balloon. It's not just the supporting character guiding us through the 'Nine To Nine' campaign, but also a subtle messenger announcing the approach of Samsøe Samsøe’s launch in the US. Stay tuned!