H&M Group’s Cheap Monday label celebrates its long-flagged relaunch this Thursday with the youth-focused label releasing its new denim collection that’s being fronted by American artist Nessa Barrett in a debut campaign “tripping through the depths of self”.    

We’re told the singer, influencer, and personality goes from “sunset sleaze to angel medusa, stardust emo to teddy pop punk” in the campaign that “explores contradictions and the moods of the moment”. 

Cheap Monday was originally launched in 2004 but closed at the end of 2018 after “a negative trend in sales and profits for a long time.” The brand’s store in London and its online store were both shuttered.

But news came last year that H&M was making its Weekday brand the main thrust of “a new destination for the young, creative generation” with another youth label, Monki being merged into Weekday and Cheap Monday set for a comeback.

The retailer previewed the new offer a few months ago and the line-up is now confirmed with what we’re told is “the revival of sleaze and skinny jeans”. The core denim range includes seven distinct fits for women: Sleezy Low, Sleezie High, Sleezie Straight, Booty Bei, Flare Low, Anti Low, and Poser. For men, the collection features six primary fits: Rad Super, Looser, Boo Bootleg, Anti, Issue, and Sleeze.

This “offers expressive yet affordable denim that embodies the Cheap Monday aesthetic,” the company said. 

Design chief Alice Shulman explained that the “debut drop is genre-defying denim, showcasing styles from indie sleaze stretch and bootcut to radically loose and anti-fit rigid designs. We’ve played with finishes like dirt, spray, worn, and torn in shades of blue, black, and grey. These jeans capture the essence of Cheap Monday”.

It’s not 100% denim though, with a limited capsule of jersey tops to complement the collection and “designed to highlight Nessa Barrett’s diverse personas and the brand’s wide-ranging offerings”. 

The products will be available later this week at weekday.com, selected Weekday stores and retailers, and the group is clearly expecting a lot of interest spearheaded by its inclusion of Barrett as the face of the collection.

The company said she “reflects the diverse traits and personas of contemporary youth culture. Known for her unfiltered gothic pop sound and openness about mental health, [she] manifests the brand’s spirit, motivating individuals to embrace their true selves”. 

Shulman added: “At its core, Cheap Monday is all about confidently expressing identities, and Nessa Barrett hits this broad spectrum of creativity. She’s salty and such a goddess at the same time; she’s just up for it, up for the real thing.”