Cheap Monday relaunches with Nessa Barrett fronting campaign

H&M Group’s Cheap Monday brand is relaunching this week with American artist and official brand ambassador, Nessa Barrett, fronting the accompanying campaign.

Originally launched back in 2004, but discontinued in 2018, news broke in 2023 that Cheap Monday would return and join two other H&M brands, Weekday and Monki, "to become a youth destination".

That is now coming to fruition with an all-new denim collection available to purchase online and in Weekday stores from 5 September, with both men’s and womenswear styles available.

A brand statement on the relaunch says: "The revival of sleaze and skinny jeans begins with Cheap Monday".

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. The line-up offers "expressive yet affordable denim" that embodies the Cheap Monday aesthetic. Additionally, a limited capsule of jersey tops complements the collection.

Cheap Monday Designer, Alice Shulman, said: "Our 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."

Nessa Barrett began her rise to fame on TikTok in 2019 and now boasts over six million followers on Instagram and 10.3 million followers on TikTok. She has become a significant fashion icon for the Gen-Z demographic, "making her the ideal face for Cheap Monday".

Shulman added: "It's been an honour working with Nessa Barrett, who channels that rebellious spirit with her raw gothic pop sound and candidness about mental health. She’s salty and such a goddess at the same time - she’s just up for it, up for the real thing."

Nessa Barrett said: "Cheap Monday’s unapologetic style mirrors my own, blending raw emotion with a gothic edge. Collaborating with them felt natural, they truly embody my bold and honest approach to self-expression."