STOCKHOLM FASHION WEEK: CHEAP MONDAY

August 29, 2014
STOCKHOLM FASHION WEEK

As one of Sweden’s most-loved denim labels, you can always guarantee the Cheap Monday show at Stockholm Fashion Week will be a grand old affair. This year’s show was no exception, making waves at Forsgrénska Badet (a bloody nice swimming pool).

We’ve longed and desired to place our show at this particular pool for many, many years. We think that the collection theme and inspiration “Mindless Optimism” was perfectly visualised in the styling, location and the finale, where all the models threw themselves into the pool, playing around with the floating animals.”

Cheap Monday treated us to exclusive behind-the-scenes access, so we documented the whole shebang – snapping our way around makeup, fittings and rehearsals, right into to the main event for your viewing pleasure.

The collection has a juvenile punk feel with a sporty edge – merging doodly all-over print prints with flannel shirts and longer, boxier silhouettes. Our new season denim styles focus on ‘90s boyfriend fits for women, and our new Spray-On line for men – the skinniest, stretchiest model we’ve ever produced.

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Shop the UO Cheap Monday collection HERE.

Further reading:

COPENHAGEN FW