"When you think of Scandinavian style, everyone thinks of clean shapes and minimal approaches to fashion and monochrome colours, but at Weekday we have a more dynamic approach with colours so it's a more powerful minimal fashion," explains Creative Director Louise Lasson. "In general, Scandi fashion is focused on shapes and clean lines. We have a huge focus on more minimal garments and deconstructed pieces, and then [we] combine them with new silhouettes and colours."
The upcoming A/W 17 collection, for example, includes oversized knitwear in bubblegum pink, boxy sherpa jackets and a classic puffer coat in lemon. "You wouldn't think of pink and yellow as winter colours, but we have a big belief in lighter colours contrasted on warmer garments." The denim and basic offerings are at the heart of Weekday, and so these playful, structured pieces are all designed to be worn with denim.