Weekday launches creative hub in Stockholm for SS25

This Spring-Summer 2025, Weekday officially transforms into a creative multi-space destination – welcoming Monki under its roof alongside Cheap Monday, exclusive drops, second hand, and more. Together, these culture-driven brands will continue to evolve with the now and embrace the many true expressions of youth – all day, every day.

The launch campaign, “EVERYTHING NOW – LEAVE NOTHING UNEXPRESSED”, marks the beginning of Weekday’s new chapter, showcasing that everything you need to express yourself is right here. Being a celebration of youth culture in motion, the campaign spotlights those who live life to the fullest and see every day as a canvas, stage or moment to express who they are. Weekday is their platform for switching moods, trying on new identities, playing with aesthetics and feeling totally free. But what you wear is just the beginning, besides clothes and styles, Weekday also brings creative energy to life.

This is a space where individual expressions unfold, and connect, fueled by the confidence that today has no rules – only possibilities. Nothing is left unexpressed.

Faces of today, icons of tomorrow

Fronting the campaign are the multi-talented Weekday muses: Raya Martigny, Jolagreen23, Lennon Gallagher, Rose Gray and Tess McMillan. Each of them blends Weekday, Monki and Cheap Monday into their own style language, intensifying the diverse expressions of all three brands. As artists, creators and cultural voices, they mirror a generation that never stops experimenting with style and self-expression, always in pursuit of what could be.

Capturing this energy is photographer and director Richie Talboy, whose cinematic lens draws viewers into a layered, dynamic world where every frame tells a story within a story.

The new Weekday exists to inspire a generation that’s never static – and 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.

Kim Holm, Managing Director at Weekday

Welcome to Weekday

With the launch of the Weekday creative multi-space, we introduce a curated world where culture, style and street fashion come together. This space brings together our brands – Weekday, Monki and Cheap Monday – along with second-hand fashion, exclusive drops and more, all under one roof. Each brand keeps its own distinct identity while creating synergies for the creative generation. But it doesn’t stop online.

Our first multi-brand store is already open in Stockholm (Götgatan), with Hamburg (Mönckebergstrasse), Vienna (Mariahilfer Strasse), Paris (Rue de Rivoli) and Aarhus (Guldsmedgade) set to follow in 2025. These are the first steps in expanding the experience into physical spaces, with more to come.

The new Weekday invites our community to explore who they are today, with the freedom to evolve day by day, week by week, season by season. A shared space for more choice, more creativity, more community.

WEEKDAY is a creative multi-space featuring Weekday, Cheap Monday, Monki, exclusive drops, second hand and more. A mix of culture-inspired brands that evolve with the now and embrace the many true expressions of youth. WEEKDAY is more than fashion — it’s a platform for moods, moments, and culture in motion. Founded in 2002, WEEKDAY offers a constantly evolving experience with stores across 16 countries and shipping to 82 markets worldwide — connecting the next generation to style, culture, and creativity.

Note: The headline, insights, and image of this press release may have been refined by the Fibre2Fashion staff; the rest of the content remains unchanged.

Fibre2Fashion News Desk (HU)