On the day of the week Lancia Hub Creative in Stockholm for SS25

This spring 2025, on the day of the week, officially turns into a multi-spatious creative destination: welcoming Monki under the roof together with a cheap Monday, exclusive drops, second hand and more. Together, these brands led by culture will continue to evolve with the hour and embrace the many real expressions of youth-all the day, every day.

The weekdays launch a creative multi-pace for the spring 2025, combining weekdays, monk, cheap Monday, second-hand fashion and exclusive drops under the same roof. Celebrating youth culture and self -expression, the “Everything Now” campaign highlights creativity, identity and style. The first shops open in Stockholm, with multiple cities to follow in 2025.

The launch campaign, “Everything now – leaves anything unexpressed”, marks the beginning of the new chapter of weekdays, showing that everything you need to express yourself is right here. Being a celebration of youth culture in motion, the campaign highlights those who live life to the maximum and see every day like a canvas, a stage or a moment to express who I am. The day of the week is their platform to change mood, try new identities, play with aesthetics and feel totally free. But what you wear is only the beginning, in addition to clothes and styles, weekdays also give life to creative energy.

This is a space in which the individual expressions take place and connect, fueled by the trust that today has no rules – only possibilities. Nothing remains unexpressed.

Fees of today, tomorrow’s icons

Crossing the campaign are the muses of talented weekdays: Raya Marigny, Jolagreen23, Lennon Gallagher, Rose Gray and Tess McMillan. Each of them blends weekdays, Monki and cheap Monday in their own style language, intensifying the different expressions of all three brands. As artists, creators and cultural voices, they reflect a generation that never stops experimenting with the style and expression of oneself, always looking for what it could be.

Capturing this energy is the photographer and director Richie Talboy, whose cinematographic goal attracts spectators in a world with layers and dynamic in which each frame tells a story within a story.

The new weekdays exist to inspire a generation that is never static – and we are here to give them the space, the brands and the safety of expressing those who want to be today. And to explore every version of those who could become tomorrow.

Kim Holm, CEO per day of the week

Welcome to weekdays

With the launch of the creative multi-spazio on weekdays, we introduce a well-kept world in which culture, style and street fashion come together. This space brings together our weekday brands, monks and cheap-Mondays together with second-hand fashion, exclusive drops and more, all under the same roof. Each brand maintains its own distinct identity while creating synergies for creative generation. But it doesn’t stop online.

Our first multi-multi shop is already open in Stockholm (Götgatan), with Hamburg (Mönckebergstrase), Vienna (Mariahilfer Strasse), Paris (Rue de Riva) and Aarhus (Guldsmedgade) which will follow in 2025. These are the first steps in the expansion of physical spaces, with others.

The new day of the week invites our community to explore those who are today, with the freedom to evolve day by day, week by week, season per season. A shared space for a greater choice, more creativity, more communities.

On the day of the week it is a creative multi-pace with weekdays, cheap Monday, monk, exclusive drops, second hand and more. A mix of brands inspired by the culture that evolve with the moment and embrace the many real expressions of youth. The day of the week is more of fashion: it is a platform for moods, moments and culture in motion. Founded in 2002, the day of the week offers a constantly evolving experience with shops in 16 countries and shipments in 82 markets all over the world, connecting the next generation to style, culture and creativity.

Note: the title, intuitions and image of this press release may have been perfected by the Fiber2fashion staff; The rest of the content remains unchanged.

Fiber2fashion news desk (hu)