Blue Belief is Samsøe Samsøe’s conscious denim program, part of its ongoing commitment to reduce its environmental impact by using sustainable fabrics. At the heart of Samsøe Samsøe’s latest denim campaign lies texture, showcased through the Low Impact denim of their Blue Belief collection. This campaign celebrates the introduction of a new hue to the line, emphasizing the unique structure of denim by comparing it directly to another surface central in our lives: our skin.

Photographed by Petros Studio in London, the minimalist shots juxtapose denim and skin, showcasing different washes of the Blue Belief collection alongside freckles or the slight roughness of denim against the smoothness of skin. This creative perspective contrasts rigid poses, embodying the original state of the material, with natural gestures and facial expressions that reflect the gradual wear and tear of denim as it’s cherished.

The campaign highlights the brand’s commitment to responsible fashion, showcasing their signature Blue Belief collection crafted from materials that use 75% less water, energy, and chemicals than traditional manufacturing methods. With an ever-growing line of timeless classics, the introduction of the new “Legend” wash in a versatile mid-blue adds essential colorways to forever favorites like the Sashelly and Saeddie jeans.