Cheap Monday is the brainchild of Stockholm designer Örjan Andersson, who felt that their was a gap in the market for affordable denim in Sweden. In 2005 the brand extended its offerings from jeans to full a collection of casual clothing, and in 2008 H&M bought the brand. Last season, their Stockholm Fashion Week show was the most hyped on the schedule, with artificial snow dusting the audience as ethereal models zig-zagged down the catwalk in double-denim.
For AW14, Cheap Monday put on another stella performance. Hosted in the Kulturhuset, models slow danced under spotlights in an awkward, school disco fashion, breaking off to walk down a dimly lit catwalk. Entitled New Doom! the collection was inspired by the innocence and naivety of youth in the face of a bleak environment.
Of course the collection centred around denim. Raw, heavy denim and inverted denim were employed in dresses, bombers, jackets and tops as well as trousers. Texture is always a focus for Cheap Monday, crinkled jersey, fleece, leatherette, pleated chiffon and jersey as well as clear sequins on knits, flannel, denim and jersey created exciting surfaces. As is often the case with the Swedish aesthetic, shapes were straight and relaxed, with AW14 introducing rounded shoulders and funnel-necks where last season we saw round necks and collared shirts from the brand.Ann-Sofie Back’s (Cheap Monday’s Creative Director) love of knots was injected into the collection with knotted denim dresses, blouses, jersey and sweats. Camel, lime green, silver, grey, white and black made up a sombre palette for the collection. Although Cheap Monday is not to my taste, their AW14 collection will certainly be a triumph with their youthful, fashion-forward clientele.