Per Götesson Sprinkles His Magic Across Weekday Once Again
Known for uplifting the ordinary, Per Götesson has returned 'home' to the high street giant Weekday, collaborating with them to splash a little romance across the brand, subverting the traditional masculine wardrobe.
Known for uplifting the ordinary, Per Götesson has returned 'home' to the high street giant Weekday, collaborating with them to splash a little romance across the brand, subverting the traditional masculine wardrobe.
Through recycling materials as well as gender, the ordinary becomes extraordinary in Per Götesson's latest collection for long-time collaborator, Weekday. Although this isn't Götesson's first collection for the high street store, their relationship travels back further than some may realise. While studying at Beckman's College of Design and Royal College of Art, Götesson was one of the floor staff at Weekday before designing womenswear for their sister clothing store, Cheap Monday.
Due to Götesson's previous all-around knowledge of the brand, there's a feeling of nostalgia that permeates the collection. Götesson said designing the collection 'felt like coming home', declaring in a statement:
'Considering our long history, collaborating with Weekday felt like coming home. Developing the capsule was very much like that feeling of wanting to make your parents proud.'
And making his parents proud he did. By taking inspiration from the photographs of Karlheinz Weinberger, the campaign's visuals are romantic and soft, alluding to the idea that this collection is about appreciating the art and craftsmanship that goes into making clothes (more so than anything else). Freedom and sensuality are also expressed through reworked denim and jersey staples as traditional ideas of hyper-masculinity are subverted thanks to looking to promotional imagery of the A Street Car Named Desire star Marlon Brando to inform the collection.
Speaking of the importance of craft in fashion, Götesson said:
'Designing this collection, we built on ours and Weekday's common values. It's a collection for someone who values freedom of expression and appreciates craft." Weekday has this great way of proposing new and desirable staple pieces, which I am always drawn to. We both appreciate the beauty and preciousness in the ordinary.'
Noting of the success of Per Götesson for Weekday, the head of design at the fashion chain, Anna Norling, commented:
'We dropped a small capsule of handmade pieces with Per Götesson last year, and our community loved it, so we decided to team up again. There are definitely shared core values between us, and it's thrilling to push a creative who started his journey with us.'
The collection is available to buy online at Weekday.com from Thursday 26 August.
