Working 9 to 9: New York models take Samsøe Samsøe on a 24-hour excursion

The shoppable internet makes popular ideas of good style accessible to anyone with £5 to spend on fast-fashion sites. It has never been easier for someone to look on-trend, but when so much of this feels cheap and disposable, the search for well-made, timeless clothing becomes all the more important.

These days, the most successful wardrobes should scaffold against a mercurial trend cycle, and the Copenhagen brand Samsøe Samsøe has this season built on that same principle: deploying soft-shouldered bikers jackets, the perfect everyday jeans and a fun heel alongside classic olive-green bombers, handsome alpaca knits and suede deck shoes. Solid clothes, designed to last.

An accompanying two-part campaign titled Nine to Nine follows five New Yorkers – a tacit clue as to where Samsøe Samsøe will be launching next – across a 24-hour stretch of time, documenting this collection in the cityscapes it was designed to exist within. The first handful of videos see the model Dede Mansro, stylist Ellie McGraw and skater Danny Aguilera taking daytime strolls through the Lower East Side in cowhide jackets, aviators and wide-legged jeans.

“There’s a lot of people trying to do the same thing,” Aguilera says of his hometown, himself dressed in an outsized cardigan woven with mood-boosting stripes. “You gotta be the best at what you do.” Samsøe Samsøe’s clothes look good against this crowded metropolis precisely because there’s an un-New York ease to them.

The midweight boxer Alexis Chaparro and model Dalton Dubois star in the final batch of this season’s campaign videos, filmed at twilight in their respective Ridgewood and Bushwick neighbourhoods. He’s wearing a bruised leather blazer and she’s in a khaki bomber and New York’s urban heartland has at this point given way to a tranquil darkness punctuated only by street lamps and the occasional siren.

“A New Yorker is a strong, independent person with a strong sense of self,” Dubois explains. “People here are more forward and unapologetic in their character.” The same could be said about Samsøe Samsøe’s autumn proposal: a direct and self-assured uniform of wearable staples that will take people from nine in the morning to nine in the evening. (And perhaps even several years to come.)

Head to the gallery above to check out the campaign and shop key pieces throughout the article.