Can Pyjamas ever be luxurious? Or are they by definition the very opposite of luxury, as in they are practical, comfortable, shapeless and drab? In the past luxurious pyjamas have been understood to mean bit of satin or lace trimmed offerings but these seem more like a redesign of the same tired idea or something designed without comfort or sleeping in mind at all.
Today luxury is a huge industry from Jo Malone candles to La Prairie lotions to having your shopping delivered to your door at a time suiting you. Everyone wants a little touch of luxury in their everyday lives. It seems fitting then that a wardrobe staple that we spend half our lives in ought to be subject to the same ethos.
Pyjamas have changed very little since their adoption by colonial British settlers in South East Asia in the 18th century, still consisting of the two piece jacket and trouser combination. With the exception perhaps of softer materials and new waistbands very little has been done to bring this fashion dinosaur up to date.
Meanwhile in all other markets we can see products created or improved on to bring luxurious touches to our lifestyle choices. Such as the Juicy tracksuit for the gym, couture for the slopes and crisp white bed linen for home. Until now pyjamas have been left untouched by the luxury market, but this is starting to change.
With the increase of people working from home, constraints on womens time in general, seeing mums driving the school run in their pjs and the irregularity of modern life, more attention is being placed at what we wear behind closed doors, because more often than not we need to nip out from behind those closed doors. We are now seeing designers such as Jasper Conran and Cath Kidson, take an active interest in extending their ranges into nightwear. And they are not alone, in Australia luxury pyjamas has been standard for a long time, moving away from the idea that the top needs to match the bottoms and bought together. The UK has also seen a new destination brands coming into the sector with the likes of www(dot)pyjamaroom(dot)com/luxury-pyjamas/ – the luxury loungewear brand launched in June 2007 and worn by Sienna Miller, Normandie Keith, Emilia Fox amongst others, leading the way.
Kris Smith has been writing about fashion for several years. Luxury Pyjamas having been all the rage at the Milan Fashion Show amongst others. As the nights draw in, the recession bites and staying in becomes the new going out. For more information visit at- http://www.pyjamaroom.com/luxury-pyjamas/
