Weekday opens a new chapter with its Spring Summer 2025 campaign, unveiling a complete transformation of its brand structure and focus. The Swedish label now introduces itself as a “creative multi-space destination,” uniting the energy of its affiliated brands, Monki and Cheap Monday, while adding exclusive drops and a curated second-hand selection to its offering.
Spring Summer 2025 Campaigns
The campaign, titled Everything Now – Leave Nothing Unexpressed, doesn’t just showcase clothing, it delivers a concept that leans into individuality and constant evolution. Weekday presents its reimagined direction through a cast that includes Raya Martigny, Jolagreen23, Lennon Gallagher, Rose Gray, and Tess McMillan. These faces represent the brand’s fluid ethos, each muse shifting through moods, styles, and identities with ease.
In doing so, Weekday places youth culture at the center of its narrative. The campaign promotes freedom of expression without setting boundaries around gender, aesthetics, or attitude. Rather than sticking to a fixed identity, the brand urges its community to move freely between different versions of themselves.
This strategy supports Weekday’s decision to integrate Monki and Cheap Monday under the same platform. While each brand carries its own history, Weekday now invites customers to interact with them together, through shared online spaces, exclusive collaborations, and new in-store concepts. The aim isn’t to preserve brand separations but to build a dynamic experience that mirrors how people dress and live today.
Kim Holm, Managing Director at Weekday, positions this shift as a response to generational habits. “The new Weekday exists to inspire a generation that’s never static,” he says. “We’re here to give them the space, the brands, and the confidence to express who they want to be today. And to explore every version of who they might become tomorrow.”
This expanded direction also includes second-hand pieces, a new move for the brand. Rather than treating pre-owned clothing as an afterthought, the brand integrates it into its broader fashion mix. This aligns with a growing demand among young shoppers to balance creativity with responsibility. In this new model, the past and present coexist, not in opposition, but in constant revision.
The Spring Summer 2025 campaign reflects this entire shift visually and conceptually. With its eclectic cast and open-ended styling, it moves away from traditional fashion codes and instead invites chaos, freedom, and contradiction. The pieces themselves serve multiple functions, suggesting mood more than message.
