As the Scandi chic brand Weekday prepares to open its first UK store this year, Drapers spoke to the brand’s creative director Louise Lasson about the inspirations behind the brand’s enviable minimalist cool.
With its characteristic Scandinavian aesthetic and minimal chic, Stockholm based brand Weekday, which is owned by H&M, is set to open its first London store in 2017. The brand’s creative director Louise Lasson started out as an intern at H&M, rising through the ranks to her current role. She spoke to Drapers about the secrets to Weekday’s aesthetic, and her love of vintage flea markets.
How do you describe the aesthetic of the brand?
We’re a very mindful fashion and denim brand. Weekday is very influenced by Scandinavian style, and we’re based in Scandinavia, in Stockholm. We always try to have a good balance between masculine and feminine. There is always a slightly unisex vibe in the collection. I always try and have a balance between powerful and minimalist.
What were the inspirations for the new collection?
Recently we’ve taken a lot of inspiration from the photographer Jackie Nickerson. We wanted to achieve the same beautiful compositions with different textures and fabrics and colours. We really dig into her universe. We worked very much with organic shapes from nature and nature-inspired fabrics such as linen and cotton. A main theme of the collection is the print. We draped different fabrics on the mannequins, scanned them in, and reproduced the image onto fabric as a new print. We always want things to be quite minimalistic, but there’s a lot of expression within this print. We’d been looking at Jackie Nickerson for a while and we always come back to her, so this season we wanted to explore that.
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How would you describe Scandinavian style – how is it different from London style?
There is always something minimalist about Scandinavian style, focusing on the essence of things. I think a lot of Londoners look for this, and I think it fits quite well with London style. For us, it’s super-important to focus on individual style and enable all our customers to express themselves with what they like to wear. It’s always the wearer that makes the style.
How much time do you spend in the UK?
I come to the UK quite often. I come here for vintage shopping and to go to exhibitions and book shops. London is a really vibrant fashion city. I also come to look at the graduate collections from the fashion schools, to find new talent. In our office we have about 20 designers at Weekday, and some of them came from the Central Saint Martin’s masters course.
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What are the next steps for the brand?
We’re focusing on our aestheti, and we’d like to continue to develop the brand and, with that, create inspiring collections. It’s very important to stay true to our brand and our aesthetic and message. For example, we’re focusing on sustainability more and more. Last year we used organic 100% sustainable cotton. We’re taking it step by step and next season our swimwear will be made of a sustainable fabric, recycled polyester – that’s something we’re super proud of.
Whom do you admire most in the fashion industry and why?
I often look more into art and music, but I’m very inspired by the people at the office. We work very closely together and try to push each other. I think that is where our main inspirations come from – the team.
Favourite clothing brand
I’m a collector of clothes and I love vintage, but I also love Helmut Lang
Favourite places to shop
I like to shop when I’m travelling. I’m a hunter, so I love flea markets in cities such as London and Tokyo
Last fashion purchase
A padded dress, from Weekday
I went on a road trip to Georgia and Armenia
Last book you read
I try to read, but I quite often fall asleep! I’ve been reading the author Donald Jans
Last film you watched
The Stranger. But I love TV series – I’m really excited about Twin Peaks coming back
I started out as an intern at H&M