Embracing Unconventionality and Inspiring the Creative Generation! Weekday, the tastemaker that never shies away from pushing boundaries, proudly presents THE CLASS OF NOT GIVING A F*CK: an extraordinary homage to the art of just being. This off-beat collective crashes into the Autumn/Winter 2023 scene with a defiant spirit, untouched by expectations and pulsating with unapologetic authenticity.
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The CLASS OF NOT GIVING A F*CK launches worldwide today on July 19, 2023.
In a world obsessed with conforming, these rebels march to the beat of their own drums, fearlessly rewriting the rules. Their audaciousness sparks inspiration that ripples through their communities, forging an unbreakable bond fueled by creative power. This groundbreaking campaign, masterfully captured by visionary lensman Osma Harvilahti, introduces us to a symphony of enigmatic personalities. We meet Nona the Furry, Santana SexMachine the Drag Queen, Elsa the Larper, and Viggo the Metalhead — a captivating quartet fiercely embracing their individualistic approaches to fashion and self-expression.
For Nona, slipping into the fur suit is more than a mere sartorial choice — it’s a transformative experience. “Nona is an extension of me,” she muses. “When I step into that suit, my confidence soars, and I become more socially vibrant. In essence, she amplifies the very core of who I am.”
The new collection from Weekday defies conventionality and taps into the psychological tapestry of the creative generation. It boldly reimagines wardrobe heroes with a daring twist, fusing faded jean uniforms and bleached, worn-in jerseys with parachute-inspired pieces embellished with artful lacing. Prepare to be dazzled as a reimagined asymmetrical take on the classic tartan dances its way into your heart. This captivating drop revels in individuality, empowering wearers to express themselves unapologetically and uncover the beauty of the unconventional.
