September 4, 2025 |
Weekday wants you to fill in the blank. Choose to ___ is the brand’s autumn 2025 campaign, and it invites style seekers to step into the new season with purpose – whether that’s to make a mark, serve a look or simply dress the part. But whatever you do, do it in Weekday, Monki and Cheap Monday.
“Choose to ___ is all about the moment. It’s a mindset for now – for dressing, expressing and choosing who you are today,” says Kim Holm, managing director at Weekday.
Shot by Spanish photographer Aitor Laspiur and styled with a balance of slouch and structure, the campaign functions as an open invitation for self-expression. Models move through their everyday lives in looks that shift with mood: faux fur outerwear and sharp denim, perfect parkas and soft tailoring, heavy knits layered with edge. One girl stands in a doorway with Weekday-branded pizza boxes in hand, gearing up for a good ol’ gag with her girls. A group of boys jokingly lift up their mate, silly smiles sprawling across their faces, brushed knitwear and jackets draped on their bodies. Elsewhere, at a house party, one guy poses for a digi photo while a couple kiss around the corner. One moment it’s a quiet pause in the doorway, the next it’s laughter shared with friends or a flash captured on a phone camera. The campaign isn’t about where you are, but about who you choose to be in that instant – playful, bold, romantic or all of the above.
Featuring pieces from Weekday, Monki and Cheap Monday, the collection embraces layers, moods and the mix-and-match energy of youth culture. It’s about arriving as you are, choosing how to dress today and leaving the rest blank.
Choose to show up. Choose to serve. Choose Weekday.
Shop the Weekday autumn 2025 men’s collection here and the women’s collection here.
Photography by Aitor Laspiur.
