Look from the Prairie campaign
02 Apr. 2013
Matthew Ames for Weekday
American designer Matthew Ames has designed a denim-based collection for Swedish brand Weekday, which will be available in all European Weekday stores from April 4th.
The line is called “Prairie” and is inspired by the purity of the prairie landscape and the American architectural style of The Prairie School. Most pieces of the men’s and women’s collection come in denim and are timeless, classic pieces, designed to stay in the customer’s wardrobe for many years.
Matthew Ames earned a BFA from The School of The Art Institute of Chicago in 2003 and after that worked for designers such as Jurgi Persoons in Antwerp or Miguel Adrover in New York before opening his own womenswear line and studio in 2005. In 2004, he was the first American finalist in the Festival de la Mode à Hyères in France, and in 2009 he received the 8th annual Ecco Domani Fashion Foundation Award. Known for his simple but elegant style, Ames left the scene in 2011 for a tutorship at the savannah college of Art and Design. His work at Weekday represents his return to the high street.
Most pieces from the line come in denim and exhale a classic style
“Weekday are really known for their work with denim, so I thought it could be exciting to bring this into the collection in a new way. Historically denim is something very American, but now it has obviously been adopted all over the world. So I think it makes great sense for this collaboration between an American designer and Weekday, a Swedish brand”, said Matthew Ames.
Weekday is a Swedish-born retail store concept with a multi-brand focus. The Weekday stores bring together the labels of MTWTFSS Weekday, MTWTFSS Weekday Collection, Weekday Vintage, Weekday Collaboration, Fade to W, and external brands such as Cheap Monday, Christophe Lemaire, BACK and Rodebjer. Under the roof of Weekday Collaboration, the brand has cooperated with several high fashion designer in the past, including Bruno Pieters, Carin Wester, and Peter Jensen.
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