It’s [insert] girl Autumn at Weekday

The concept of the ​“era” has taken over our lives. We are in our eras era, if you will, where each season is dictated by a collectively decided pop culture reference, coupled with whatever actual season we’re in. Underwear as outerwear spring, flip-flop summer, Christian girl autumn… You get the gist.

Weekday’s Autumn 2025 campaign, ​“Choose to [insert]”, rebukes thematic dressing by presenting a collection of layerable, diverse garments. ​“Choose to [insert] is all about the moment. It’s a mindset for now – for dressing, expressing and choosing who you are today,” says Kim Holm, managing director at Weekday.

For the occasion, the high-street fashion brand asked Spanish photographer Aitor Laspiur to shoot the campaign. Laspiur, who’s from the Basque Country (the birthplace of pintxos), is renowned for bringing a cinematic intimacy to his subjects.

The campaign is no different. Scenes showcase models in uber-chic ​’fits styled from the new collection living life on their terms. Choose to serve while holding a pizza. Choose to kiss at a house party. Choose to cause chaos at the office. Choose to wrestle your bros in a totally non-homoerotic way.

The looks are pulled together with bold faux-fur outerwear and classics (an olive green parka, an expensive-looking overcoat, a micro-bomber) alongside barely there party crop tops, V‑line-baring vests and cutesy pinstripe miniskirts. Pastel trackpants with matching heels, as well as denim in baggy and flared cuts hold fort.

The campaign also includes a film depicting the looks in motion. It tells the stories of different characters and their relationships to one another, weaving together one, vignette of contemporary style.

The campaign comes as Weekday collates its collections alongside those of sister brands Monki, Cheap Monday and a range of second-hand fashion – now shoppable online and in multi-label stores across the world.