Per Götesson for Weekday
by Adriano Batista
As Weekday teams up with designer Per Götesson it’s with a feeling of being close to home. Working in retail for Weekday during his college years, Per Götesson went on to de-signing womenswear for Cheap Monday before starting his eponymous menswear label. Nowadays, he shows on schedule at London Fashion Week.
Subverting ideas of hypermasculinity into something softer and more inclusive, Götesson’s Weekday gender-neutral capsule includes reworked wardrobes staples in jersey and denim. Thus, the project touches on two core questions at Weekday: how to circulate materials cleverly and push the boundaries on denim production.
Inspiration is drawn from photographs by Karlheinz Weinberger and promotional imagery of Marlon Brando. It’s about freedom, sensuality and valuing the craft that goes into making clothes.
Take a look at the campaign below:
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