Weekday Embraces the Art of Not Giving a F*CK in Its FW23 Campaign
Because giving a f*ck is so old-fashioned.
Weekday is all set to make a bold statement with the launch of its Fall/Winter 2023 collection, titled “THE CLASS OF NOT GIVING A F*CK.” The featured rebellious collective embodies a carefree attitude, unabashedly embracing their unique identities and defying societal norms.
Captured through the lens of Osma Harvilahti, the campaign features an eclectic cast of characters that perfectly represent the creative generation. Nona the Furry, Santana SexMachine the Drag Queen, Elsa the Larper and Viggo the Metalhead confidently showcase their distinct styles, celebrating their individual quirks and expressing themselves authentically.
The collection itself embodies the spirit of this creative era, presenting a fresh and daring take on wardrobe essentials. Faded denim uniforms, well-worn jerseys with a bleached effect and parachute-inspired pieces adorned with lacing reflect Weekday’s bold and experimental approach. An asymmetrical twist on the classic tartan pattern adds an extra touch of unconventional beauty to the ensembles.
Kim Holm, Managing Director of Weekday, emphasizes the true value of this collection, stating: “This class represents the real essence of what we do, which is creating clothes for individuals who want to express themselves. It’s a celebration of coming together as a creative collective.”
Weekday’s “The CLASS OF NOT GIVING A F*CK” collection will be available online and in stores starting July 19. Peep the campaign in the gallery above.
While you’re here, explore why Brazilian football shirts are in.