
Paris is the latest stop in Weekday’s Europe-wide journey. Following openings in Hamburg, Vienna, Aarhus, and Oslo, the Swedish contemporary fashion brand has now unveiled its newest multi-brand store at 128 Rue de Rivoli. The launch marks a significant moment in Weekday’s ongoing evolution, bringing together Weekday, Monki, Cheap Monday, second-hand pieces, and exclusive drops all under one roof. More than simply a retail destination, the new space presents a reimagined approach to shopping – one that champions expression through diverse styles, ideas, and energies, inviting customers to engage with fashion in a way that feels personal.
Inside the space, concrete walls and pillars are complemented by brushed steel and glass bricks, creating a contemporary brutalist atmosphere. The design balances harsh textures with a sense of refinement and playfulness – a combination that perfectly mirrors Weekday’s identity. As visitors move through the space, each level offers new discoveries. The concrete staircase guides customers to stone tables housing denim, knitwear, and accessories, while abstract mirrors, shifting light installations, and thoughtful details encourage exploration.

Founded in Sweden in 2002, Weekday emerged as a brand rooted in street style and youth culture. Over the years, it expanded across 14 countries and 82 markets worldwide, solidifying its reputation as the destination for urban style meets minimalism, contemporary denim, and sustainable styles. In 2024, the brand entered a new phase, transitioning into a creative multi-space concept. This shift allows Weekday to house discontinued yet beloved brands like Cheap Monday and Monki while introducing limited-edition releases designed to inspire a new generation of style, culture, moods, and moments.
To celebrate its Paris opening, Weekday hosted an intimate dinner and afterparty within the raw concrete interior of the store itself. Guests explored the multi-level space, experienced a dynamic performance by Kiss Facility, followed the next day by a takeover by the collective La Creole, and enjoyed an exclusive preview of an upcoming limited-edition drop. The collection, crafted with personal style and experimentation in mind, merges Weekday’s signature aesthetic with contemporary silhouettes, further showcasing the brand’s creative direction.
“Paris represents the next chapter in Weekday’s transformation,” Kim Holm, Managing Director at Weekday, shared. “This store embodies our vision of Weekday – connecting communities and celebrating self-expression in all its forms.” With this new opening, Weekday is carving out its own distinct path across Europe, inviting the public to explore fashion in a new way.
The new Weekday space at Rue de Rivoli in Paris is now open to the public. The limited-edition drop will be available in Paris, selected stores, and online at weekday.com.
photography. Courtesy of Weekday
words. Amber Louise


















































































































































