Weekday Becomes a One-Stop Creative Hub for Youth Culture
by Adriano Batista
Weekday is no longer just a brand. It’s now a multi-brand platform where style, self-expression, and community collide. This Spring/Summer 2025, the retailer officially transforms into a creative destination, bringing together Monki, Cheap Monday, exclusive drops, secondhand fashion, and more under one roof. The message is simple: Everything you need to express yourself is here.
The launch campaign, “EVERYTHING NOW – LEAVE NOTHING UNEXPRESSED,” captures the energy of a generation that treats every day as a chance to reinvent. Shot by photographer and director Richie Talboy, the visuals feature a cast of Weekday muses, each blending the aesthetics of Weekday, Monki, and Cheap Monday into their own distinct style. The result is a dynamic mix of fashion, music, and art, reflecting a youth culture that refuses to be boxed in.
Beyond clothes, Weekday’s new space is about creative freedom. It’s a place to experiment, switch moods, and connect with others who see fashion as a form of identity. As Kim Holm, Managing Director at Weekday, puts it: “We’re here to give them the space, the brands, and the confidence to express who they want to be today—and explore who they might become tomorrow.”
The shift isn’t just digital. Weekday’s first multi-brand store is now open in Stockholm, with locations in Hamburg, Vienna, Paris, and Aarhus coming in 2025. These spaces will amplify the experience, offering more ways to engage with the brands and community.
Check out the new campaign images below:
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