FW23 Global Brand Campaign for WEEKDAY The Class of Not Giving A F*ck

The Class of Not Giving A F*ck

Objective

FW23 was about more than seasonal visibility. It was about sharpening WEEKDAY’s cultural relevance with a generation that increasingly rejects traditional success narratives, rigid norms, and polished perfection.

The objective was to create a global brand campaign that:

• Felt emotionally resonant with the creative generation.

• Aligned with WEEKDAY’s brand promise and The Creative Collective platform.

• Was bold enough to stand out in a crowded streetwear landscape.

• Reached widely without losing cultural credibility.

At its core, the ambition was not to speak to the audience but to speak from within their mindset.

The Idea & Insight

The campaign was built on a set of global cultural drivers shaping how young people relate to work, identity, creativity and freedom today.

Across markets, the same signals appeared:

– A re-evaluation of traditional life goals

– A growing resistance to hustle culture and performance pressure

– A shift from individual success to collective belonging

– A rise in aesthetic self-expression as a form of quiet rebellion

From these signals, a cluster of key insights emerged:

Neo-Collectivism—identity is formed through communities, not hierarchy

I Don’t Dream About Work—Self-Worth Is No Longer Defined by productivity

Re-evaluation of Norms—Success, gender, Status, and ambition are being rewritten

Aesthetic Absurdism—playful, exaggerated expression as a rejection of seriousness

Together, these insights shaped a clear direction:

Mastering the art of living free has become the ultimate form of rebellion.

This became the foundation for the campaign idea:

The Class of Not Giving A F*ck

Not nihilism. Not apathy. But a confident refusal to live by outdated expectations—and the courage to define your own terms.

The Campaign

The Class of Not Giving A Fck* was conceived as a bold expression of WEEKDAY’s role within contemporary youth culture.

The campaign celebrated individuals who unapologetically embrace who they are, not as lone rebels, but as part of a creative collective reshaping norms together.

Captured through the lens of Osma Harvilahti, the visual world featured an eclectic cast representing different forms of self-expression:

– Nona the Furry

– Santana SexMachine, Drag Queen

– Elsa the Larper

– Viggo the Metalhead

Each character embodied a different way of rejecting conformity, while collectively representing the diversity, confidence, and creative freedom of the generation WEEKDAY designs for.

The result was a campaign that felt:

– Unpolished, not perfected

– Expressive, not performative

– Playful, bold and culturally grounded

As Kim Holm, Managing Director of WEEKDAY, put it:

“This cast represents the real essence of what we do — creating clothes for individuals who want to express themselves. It’s a celebration of coming together as a creative collective.”

The campaign didn’t try to explain rebellion. It simply showed what it looks like today.

Results

FW23 strengthened WEEKDAY’s cultural clarity and brand confidence.

The campaign:

– Reinforced WEEKDAY’s positioning as a creative-first street fashion brand

– Brought The Creative Collective platform to life in a bold, emotionally relevant way

– Created strong global resonance while remaining culturally authentic

– Built brand meaning beyond product and seasonality

Most importantly, The Class of Not Giving A Fck* established a tone of voice that felt true to the moment and to the people WEEKDAY exists for.

Not shouting. Not selling rebellion.

But standing confidently with those already living it.

My Role

My responsibility was to generate and translate global consumer and trend insights into clear strategic direction.

This included:

– Identifying key macro trends and cultural drivers

– Framing insights: Neo-Collectivism, Re-evaluation of Norms and Aesthetic Absurdism

– Leading workshops with stakeholders, creative teams and channel owners

– Strategic direction for the creative team to turn insight into concept and activation

The goal was simple:

make sure the campaign wasn’t just visually bold but culturally precise.