Cheap Monday is back. The brand, which belongs to the Swedish H&M Group, is celebrating its comeback this summer with a core collection focused on jeans.
With a campaign image, the jeans specialist, which was hired at the end of 2018, is now giving a first impression of what customers can expect when they return. It’s about the “fearless spirit of youth culture, about empowering the young generation to discover their own path, explore their creativity and express themselves freely,” said Cheap Monday on Wednesday. To do this, she orients the mark towards post-punk and pop, underground music and art as well as Nepo babies.
The parent company H&M Group announced last April that it was realigning its own brand Weekday to appeal to the younger target group. Part of this restructuring was the integration of the own brand Moki within Weekday and the return of
Cheap Monday.
Cheap Monday will be available in the Weekday online shop and at selected Weekday stores and retailers from summer 2024.