The Affordable Fashion Label Our Editor Wants to Keep a Secret

As an editor who has recently gone on a print detox, pored over street snaps of Copenhagen's coolest girls and is always intrigued to shop the alternative corners of the high street for expensive-looking, long-lasting, top-quality buys, then is it any wonder the label Weekday is my special go-to?

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(Image credit: Instagram/@sonjaganzprivat/@love_aesthetics)

Instagram is full of brilliant examples of Weekday's simple-but-effective pieces styled in unique ways.

This Scandi-influenced fashion label has finally hit our shoes via bricks and mortar on London's Regent Street, but you can also get hold of it online—and you should. They do great basics with a twist, like an off-the-shoulder ribbed sweater or duster coats in colours you hadn't thought would be useful but really are (read: yellow).

They do the kind of minimalism I'm down with—aka not being so minimalist that life is boring. Weekday, like so many Scandi labels, is great at denim too, so every new shape you could wish for will be there. I could go on with the list of reasons why it's excellent—it's the same list of reasons I try to keep the whole thing a secret. But I'm feeling generous, and I like sharing with you—you fashionable lot deserve it.

Scroll down to see the pieces I'd buy from Weekday any day of this week…

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Hannah Almassi
Editor in Chief

Hannah Almassi is the Editor in Chief of Who What Wear UK. Hannah has been part of the the Who What Wear brand since 2015, when she was headhunted to launch the UK sister site and social channels, implement a localised content strategy and build out the editorial team. She joined following a seven-year tenure at Grazia magazine, where she led front-of-book news, fashion features and shopping specials as fashion news and features editor. With experience in both print and digital across fashion and beauty, Hannah has over 16 years in the field as a journalist, editor, content strategist and brand consultant. Hannah has interviewed industry heavyweights such as designers including Marc Jacobs and Jonathan Anderson through to arbiters of taste including Katie Grand and Anna Dello Russo. A skilled moderator and lecturer specialising in the shift to digital media and e-commerce, Hannah’s opinion and work has been sought by the likes of CNBC, BBC, The Sunday Times Style, The Times, The Telegraph and MatchesFashion.com, among many others. Hannah is often called upon for her take on trends, becoming known as a person with their finger of the pulse of what’s happening in the fashion space for stylish Brits. Hannah currently resides in Eastbourne with her photographer husband, incredibly busy son and highly Instagrammable cat.