Always the champion of the chic and cheap, clothing label Weekday is once again doing its part to promote Swedish fashion sense. “Extended Weekday” is a collaboration with both up-and-coming and established Swedish designers, which seeks to promote a new, more accessible kind of fashion.
The concept has been rolled out over the last few months, kicking off with “CW designed by Carin Wester” in February. Wester’s eight womenswear items feature details such as butterfly-inspired arms and intimations of lingerie, while her seven menswear pieces have a touch of the feminine, with pastel stripes and jackets with oversized collars.
Also exclusive to Weekday is a new line of hand-printed t-shirts by 5preview, an often hard-to-find label based in Rome. The Swedish-Argentine duo is known for its large, black-and-white prints depicting motifs such as the Eiffel Tower and the Chanel logo.
At the end of February, Weekday introduced a new collection from Minimarket, a label founded in 2006 by sisters, Sofie, Jennifer and Pernilla Elvestedt. The collection includes three tops, a dress and wedged high heels. The tops and dress are made of jersey and come in either glittery black or a photographic print of wrinkled paper. The three Swedish sisters also launched two printed men’s t-shirts, which marked their first ever garment for guys.
In March, Weekday presented lines by two other well-known Swedish designers, Nakkna and Nhu Duong. Nakkna is recognizable by its characteristic geometric and minimalistic silhouettes, while Duong’s pieces are often an experiment with materials and patterns. “Safety Pin” is Duong’s first commercial collection and is based on her 2008 graduation project from Beckmans College of Design in Stockholm. She was also the first recipient of the Mercedes Benz Young Fashion Industry Award, and her show was one of the highlights of Stockholm Fashion Week in February.
The Extended Weekday concept is a response to several indpendent labels being swallowed up whole by the giant of Swedish fashion. In June 2008, Weekday and its sister brand Cheap Monday, along with several other labels, were scooped up by H&M. Since the acquisition, Weekday and Cheap Monday boutiques aren’t allowed to sell other brands, which is why these collaborations have proved to be a clever workaround to the dilemma.
Weekday stores are located in big cities throughout Sweden, with the first international store opening in Copenhagen last year. Plans to launch new shops in New York and Paris are also in the works, so get ready for an influx of Scandinavian style.