Weekday ushers in a new era with SS25 campaign

In which it merges brands, identities and generations under one name.

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The Scandinavian brand has made a strong commitment to turn its commercial strategy around and position itself as a multi-space creative hub, taking names such as Monki or Cheap Monday under its wing; and betting on new forms of consumption with exclusive capsules and a second-hand offer that revalues the archive and the life cycle of the garments.

In this way, and through the title ‘Everything Now – Leave Nothing Unexpressed’, the SS25 campaign captures the pulse of a liquid youth, which flows between different moods, genres and styles. And what better protagonists than Raya Martigny, Lennon Gallagher or Rose Gray, among others?

‘The new era of Weekday exists to inspire a generation that is never static,’ says Kim Holm, CEO.