Marketplaces are hot right now and the latest to jump in is H&M Group’s Weekday, which has “officially transform[ed] into a creative multi-space destination”. That doesn’t mean it’s transforming into a destination buy tens or even hundreds of labels as is the case with many marketplaces. Instead, it’s “welcoming Monki under its roof alongside Cheap Monday, exclusive drops, secondhand, and more”.
The company said that “together, these culture-driven brands will continue to evolve with the now and embrace the many true expressions of youth – all day, every day”.
It also pointed out that “each brand keeps its own distinct identity while creating synergies for the creative generation”. And while the onlinee channel will be key for many of its shoppers, there’s also a physical element with its first multi-brand store already open in Stockholm (Götgatan). Next will come Hamburg (Mönckebergstrasse), Vienna (Mariahilfer Strasse), Paris (Rue de Rivoli) and Aarhus (Guldsmedgade) that are set to follow later this year as “the first steps in expanding the experience into physical spaces, with more to come”.
The marketplace move also comes with a launch campaign, Everything Now — Leave Nothing Unexpressed. The brand said it “marks the beginning of Weekday’s new chapter, showcasing that everything you need to express yourself is right here”.
It’s a “celebration of youth culture in motion” and shines a light on “those who live life to the fullest and see every day as a canvas, stage or moment to express who they are”.
Weekday aims to be “their platform for switching moods, trying on new identities, playing with aesthetics and feeling totally free”. And beyond mere clothes, it also aims to “bring creative energy to life”.
Fronting the campaign are Weekday muses Raya Martigny, Jolagreen23, Lennon Gallagher, Rose Gray and Tess McMillan.
The retailer said that “each of them blends Weekday, Monki and Cheap Monday into their own style language, intensifying the diverse expressions of all three brands. As artists, creators and cultural voices, they mirror a generation that never stops experimenting with style and self-expression, always in pursuit of what could be”.
They’ve been photographed and directed by Richie Talboy, “whose cinematic lens draws viewers into a layered, dynamic world where every frame tells a story within a story”.
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