The FADE TO W collection was released in all Weekday stores on Saturday the 24:th of November, 2012. It is the first of two entirely new brands created by Weekday.

As Weekday keeps growing the time has come to further broaden our offering. Therefore, we have created a completely new brand. Two times a year we will introduce collections from the new brand that we have chosen to call Fade to W. External designers are brought in to the Weekday design team to create the collections. Fade to W will be designed by fashion designers whose expressions match the highly feminine profile of the new brand.


The premiere collection has been created by Danish designer Stine Goya. To many Weekday clients she is already a familiar name: two of Stine Goya’s sculptural and colourful collections have previously been available at Weekday. Fade to W (the W can read Woman or Weekday) is recognised by its distinctly feminine appearance. The first drop during the end of 2012 included sharp waistlines, strong patterns and lace details.

”By introducing Fade to W we aim to create a clearly feminine complement to the house of Weekday. Considering her expression it was a natural choice to invite Stine Goya to create the first collection and form the basis for this brand together with us”, says Brand Marketing Manager Elinor Nystedt.