Every year, around January or February, fashion brands across the world release their summer campaigns and give us a taste of what most of us in the Western Hemisphere are desperately longing for. This time round, cult Scandi brand GANNI has transported us to a Danish summer for its spring summer 2026 campaign. 

Shot by Harley Weir and styled by Vanessa Reid, the campaign sees model Maggie Maurer embody a state of daydreaming in the same idyllic countryside home that GANNI’s creative director, Ditte Reffstrup, spent her childhood in. 

“Summer has always been a time of discovery for me,” explains Reffstrup. “Those echoes of childhood stay with you and shape who you become. With this collection, we wanted to turn those fleeting moments into something lasting.”

In honour of the campaign and the painfully slow end of winter, we asked some of the Dazed team to tell us about their summer daydreams.

EMILY DINSDALE, ART & PHOTOGRAPHY EDITOR 

For me, the first definitive sign of summer is when you leave the house in the evening without taking a coat or a sweater. Being outside at night in a t-shirt is the most summery sensation. My perfect summer day in London would be something impromptu unfolding – an unexpected day off work, a last-minute plan with a friend, or a chance encounter with someone I miss. It would feel like a stolen interlude. Maybe we’d go to Regent’s Park or Green Park and lie barefoot in the sun and talk. As the shadows lengthened, we’d get a bottle of wine and carry on talking until it got dark, whereupon we’d go somewhere incredibly lovely for supper – somewhere with exquisite food and candlelight.

DOMINIQUE SISLEY, EDITORIAL DIRECTOR

My perfect summer day would not be in the UK. It would be in some beautiful, secluded Mediterranean cottage somewhere, with lots of overgrown wildflowers. I would have no obligations all day apart from lounging around in the sun, or maybe on the beach, which would be a short walk away. Then later, my friends and loved ones – who would all be nearby – would gather for a late lunch or early dinner, and we’d spend hours grazing, sipping margaritas and gossiping as the sun set. 

ALEX PETERS, BEAUTY DIRECTOR 

Where I dream of summer I think of: light evenings, the smell of sunscreen, dresses with no tights, sunshine on bare arms, spontaneous pub trips, mojitos, falling in love (again and again), bumping into friends at the park, keeping the window open at night, the sound of waves hitting the sand, gossiping over cocktails, cicadas, showering after a day on the beach, dancing all night, discussing summer party outfits, falling off lime bikes and hot sandy skin.

HABI DIALLO, BRANDED CONTENT EDITOR

I daydream about summer often, and it is usually the same sort of image. All my friends gathered on a secluded beach with nectarines and rosé. I would use the freshest berries as my lip balm and occasionally try to test how pigmented a blush it could make before submerging myself in the first dip of the year, washing away winter and all its sorrows. 

LEA ZOLLER, COMMERCIAL PROJECTS EXECUTIVE 

The first sign of summer to me would be on a lime bike to the pub on Thursday after work. It's still light outside, and I am finally not wearing a puffer jacket.

Head to the gallery above to check out the full campaign.