Weekday has unveiled its Fall/Winter 2025 campaign, centered on an intriguing and interactive theme: “Choose to ___”. This bold initiative encourages customers to fill the blank space with their own declarations of confidence, identity, and personal expression, marking a significant evolution for the fashion retailer. The campaign strategy is designed not only to foster individual creativity but also to underscore Weekday’s transformation into a comprehensive “creative multi-space destination.”
The Power of the Unfilled Space
The core of Weekday’s FW25 campaign lies in its open-ended tagline, “Choose to ___”. This approach deliberately leaves room for interpretation, inviting the brand’s community to articulate their unique perspectives. It’s a strategy that echoes the impactful personal messaging seen in campaigns like Calvin Klein’s “In My Calvins,” which similarly empowered individuals to share their own narratives. By prompting customers to complete the phrase, Weekday aims to embed personality and self-expression at the heart of its brand identity, making the campaign a dynamic reflection of contemporary youth culture.
Kim Holm, Managing Director at Weekday, explained the campaign’s philosophy, stating, “Choose to ___ is all about the moment. It’s a mindset for now — for dressing, expressing, and choosing who you are today.” This perspective aligns with a broader industry trend that prioritizes authenticity and personal connection, moving beyond mere product promotion to celebrate the individual. The campaign’s visual language, captured by photographer and director Richie Talboy, features a cast of Weekday muses including Raya Martigny, Jolagreen23, Lennon Gallagher, Rose Gray, and Tess McMillan, each embodying this spirit of fluid self-expression.
A Shift Towards a Multi-Brand Hub
Beyond the campaign’s thematic focus, Weekday is concurrently executing a significant strategic pivot. The brand is officially transforming into a multi-brand platform, bringing together its sister labels Monki and Cheap Monday, alongside curated exclusive drops and a growing second-hand selection, all under one conceptual roof. This move positions Weekday not just as a fashion retailer, but as a destination for creative energy and community engagement. The unified platform aims to mirror the way today’s generation navigates fashion – fluidly blending styles, sources, and identities.
Holm further elaborated on this new direction, stating, “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.” This integration signifies a departure from traditional brand separations, fostering a more dynamic and cohesive retail experience that caters to the multifaceted tastes of its audience. This shift also subtly touches upon the growing sentiment for “slow fashion,” by promoting an ethos of curated staples and thoughtful consumption, encouraging longevity and seasonal relevance rather than ephemeral trends.
Industry Echoes and the Future of Fashion
Weekday’s emphasis on individuality and self-expression is part of a larger narrative within the fashion industry. Brands across the spectrum are increasingly using their campaigns to connect with consumers on a deeper, more personal level, celebrating diversity and authentic identity. The “Choose to ___” campaign and Weekday’s broader multi-brand strategy tap into this evolving consumer consciousness, where personal values and self-definition play a crucial role in purchasing decisions. This news emerges at a time when fashion news often highlights brands seeking more meaningful connections with their customers.
Moreover, the expansion includes a physical dimension. Following the launch of its first multi-brand store in Stockholm, Weekday has announced plans for new locations in Hamburg, Vienna, Paris, and Aarhus throughout 2025, solidifying its ambition to be a tangible space for creative exploration and community building.
In conclusion, Weekday’s FW25 “Choose to ___” campaign is more than just a seasonal marketing effort; it represents a strategic rebranding and a forward-looking vision. By empowering individual expression and consolidating its diverse brand offerings, Weekday is positioning itself as a key player in shaping the future of fashion and youth culture, inviting its community to actively participate in defining their own narratives.
