WEEKDAY is without a doubt my favourite fashion retailer in the world. Created by the same people who launched Cheap Monday (Örjan Anderson) who pretty much revolutionised denim - WEEKDAY represents the second skin of today's urban centred youths making music and contemporary art at the heart of the brand philosophy. Unsurprisingly, the brand is Swedish (and is owned by Fabric Scandinavia who were acquired by H&M recently) and is attached to other innovative brands like Monki & COS.
MTWTFSS is known for monochrome colours and skinny cuts although recent collections have shown a lot more is on offer. There is nothing flashy or pretentious about WEEKDAY and the brand celebrates Scandinavian cool and fuses it with the international identity of modern youth. WEEKDAY designers scour the streets of London, NY, LA, Berlin and Stockholm, sourcing inspiration straight from the streets to create the classic anti-hero wardrobe. Almost all of the pieces are grown from basics and it is through the precision fittings and edgy cuts that the distinction is made. Much of WEEKDAY's collections are labelled as Unisex where the female parts cross into androgyny so it's usually better to head straight on into menswear/womenswear respectively. However, it is safe to say I'm pretty much obsessed with WEEKDAY and the ultra-hooded Swedish psyche.
Photos by WEEKDAY
In recent seasons, WEEKDAY has consistently delivered inventive collaborations with some of the most prolific and up and coming designers from around the world. Undoubtedly my favourites so far have been X Peter Jensen, Laura Macnkess and Diane Orving but future collabs set to raise the bar even further.
Weekday X Diana Orving
Weekday X Diana Orving (photos from CREATIVCULTURE)
WEEKDAY's collaboration with Stockholm based designer Diana Orving pays homage to the Shangri-Las 60s with a dark deep-fruit colour palette and finds itself deep rooted in tribalflux dance and movement. The shapes and cuts in the collection are unconventional and look a bit ill-fitting on the eye but is full of versatile draped pieces mixed with tailored garments to add structure.
WEEKDAY X Peter Jensen - Photo from Vogue.co.uk
Photo by Lesmads
Peter Jensen for Weekday draws on his signature whimsical wit and charm and includes everything from jackets, skirts and trousers as well as one of his first forays into menswear. The sartorial stripes make a consistent appearance throughout the collection and compromises small special details in every garment. Jensen is Denmark born and raised but is firmly based in London where he works from his Dalston studio to create a playful and eccentric attitude to clothing that is accessible, well-made and thoughtful.
Laura Mackness for WEEKDAY
All photos - WEEKDAY
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