H&M Group is gearing up for the re-launch of its Cheap Monday label, which will now be part of the Weekday offer aimed at young people. The new Cheap Monday will focus on denim, offering the trendy silhouettes that young women and men love, along with limited edition designs that push the boundaries of denim fashion. The brand aims to capture the spirit of youth culture with its quirky and bold designs.
Instead of a traditional big launch event, Cheap Monday has been holding intimate briefings in unconventional spaces, like East London, with designer Alice Shulman present. The brand aims to create a multi-layered world where different personalities and traits come together to represent the diverse nature of youth culture. The collection will be available on Weekday.com, selected stores, and other retailers.
The London event showcased customized jeans and the main denim range, with skinny jeans taking center stage. While other brands are also promoting skinny jeans, Cheap Monday’s endorsement could be crucial due to its popularity among young consumers. MD Kim Holm describes Cheap Monday as a brand that empowers the younger generation to express themselves authentically through their clothing.
The summer collection includes a variety of denim styles, from super-stretch skinny jeans to low-waist bootcuts and hyper-flared designs. The brand aims to reimagine history and embrace the fearless spirit of youth by drawing inspiration from post-punk, underground music, and art. Shulman, who has been working on the revival of Cheap Monday for the past year, promises bold and unconventional designs that reflect a sense of restlessness and boldness.
The Cheap Monday label is set to make a strong comeback this summer, offering affordable and expressive denim pieces that capture the essence of youth culture. With its unique and edgy designs, Cheap Monday is poised to become a go-to brand for young consumers looking to make a statement with their clothing choices.