My WhatsApp Group Can't Wait for This Brand's Arrival in London

Scandi high-street brand Weekday has long been a fashion editor favourite, but the first-ever UK store just opened on London's Regent Street today. Denim is at the heart of the brand, along with minimal basics such as T-shirts, button-downs and simple dresses, which are all in slightly unusual proportions, fabrics or colourways. Weekday is always our measuring stick for the fact that minimalism doesn't have to be boring—this is where you'll find the perfect pink knitwear, Instagram-worthy slogan T-shirts and unexpected, deconstructed shirts. We're so into the launch that we caught up with the brand's creative director to learn the style tricks of this Scandi trade.

Keep scrolling to discover why this Regent Street store is a game changer for the London shopping scene.