Every day starts with a series of conscious and unconscious choices. What you want to wear that day, which mood you’ll wake up in, and who you will show up as in the world. For Weekday’s AW25 campaign, the Swedish brand used a ‘fill-in-the-blank concept’ to celebrate the choices that help us express ourselves in different ways. 

Since launching in 2002, Weekday has claimed the spot as the street fashion brand trying to do things slightly differently. More experimental than the average brand in the commercial district of European capital city streets, the brand has made its name for itself mainly through its approach to denim. Earlier this year, Weekday rebranded as a “creative multi-space”, housing pieces from Cheap Monday and Monki, as well as different exclusive drops and second-hand garments. 

Released this week, the AW25 campaign is entitled  “Choose to” and is shot by Spanish photographer Aitor Laspiur. In a series of images, models lounge around in the collection with the different phrases including “choose to serve”, “choose to be on top” and “choose to make a mark”. “Choose to ___ is all about the moment,” explains Kim Holm, Managing Director at Weekday. “It’s a mindset for now – for dressing, expressing, and choosing who you are today.” 

Throughout the campaign, alongside Weekday, Cheap Monday and Monki's wider AW25 collections, we see different iterations of each brand's latest denim pieces, available in a variety of silhouettes. Across womenswear and menswear, other standout pieces include a fake fur outerwear jacket and a series of parkas, tailored co-ords and heavy knit looks. 

Check out the campaign above. The collection is available online and in stores worldwide.