Untitled design (19)

Fishermen Used To Say

Photographed on the Montenegrin coast, this story unfolds through the Spring/Summer '26 selection by Samms.

Creative Director: Zina Pusep
Photographer: Bojan Ivović
Technical Support: Spasoje Perović
Styling Assistant: Sofija Stijović
Set Assistant: Mia Bulatović
Post-production: Kakoto Lab
Model: Ivana Radoman
Hair: Sophie's Beauty Line

Client: Samms
Brands: Luisa Spagnoli & Twinset

In Montenegrin folklore,'"vile" (fairies) are nature spirits, deeply connected to forests, mountains, water, and wind.
They are not tied to a specific place, but to natural elements. Vila is quiet, strong, and inseparable from the nature itself.

Fishermen used to say Samms Editorial The Collection FAB

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Fishermen used to say that just before the weather changes - when the
air becomes heavier, when the surface of the water turns almost still - she appears.

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Luisa Spagnoli, Ammenda Linen regular pants 0
1 lr
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Vila reveals herself in moments of transition - between seasons, between
night and day, between stillness and movement.

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TWINSET,Cotton and viscose sweater 0
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ABOUT SAMMS

Samms is a Montenegrin fashion retail and distribution company representing international premium brands, with around 20+ retail locations across the country.


STORE LOCATIONS IN MONTENEGRO

Podgorica | Budva | Tivat (Porto Montenegro) | Bar

Explore on Google Maps
 

BRANDS

MaxMara, Weekend MaxMara, Max&Co., Luisa Spagnoli, Ganni, Paul & Shark,
Boggi Milano, Elisabetta Franchi, Pinko, Self-Portrait, Rotate, Twinset.

www.samms.me
@samms.me