Brands expand their loungewear range

Bella shows Loungewear Range

There’s nothing better than slipping into an outfit that’s as comfy as it is stylish. Bella Thorne’s pajama-like separates are just the right mix of cute and casual. Whether she’s out for a stroll with her boyfriend or doing some jet-setting, this girl sure knows how to blend trends. This recent ensemble included a floral printed two-piece that could have without a doubt passed for pjs. The increasing popularity of pajama fashion and the loungewear range generally has been widely reported. Here is a roundup of some of the developments that we have noted in the past few weeks.

Naked Brand Group, an innovative fashion and lifestyle brand, announced that it will debut its premier women’s collection of intimate apparel, loungewear and sleepwear at the CurveNY show at the Javits Center in New York City on August 2-4. According to their CEO “Now is a pivotal moment in fashion when comfort and performance have become as important as aesthetic in creating apparel that helps women and men thrive in their daily lives. Naked’s mission is to set a new standard for fit, feel and function for innerwear and beyond.”

— Athleisure apparel. The company has partnered with Culver City, Calif.-based Beyond Yoga to create a limited-edition 16-piece “athleisure” collection for spring 2016 to be sold at select regional and specialty stores, boutique studio locations and on both Kate Spade’s and Beyond Yoga’s websites. “Athleisure” is an outgrowth of the wear-your-yoga-pants-everywhere trend that has more fashion brands getting into “athletic” wear.

ROBIN WRIGHT is keeping things in the family when it comes to her sleepwear range, Pour Les Femmes. The actress and activisit has enlisted her daughter, Dylan Penn, to model the collection which launches exclusively in the UK at Selfridges. This sleepwear and loungewear range combines quality fashion with philanthropy, with 100 per cent of profits benefitting Action Kivu and Synergie des Femmes – organisations that support women suffering from violence in the Congo. Selfridges womenswear buying manager Lydia King. “Sleepwear is real growth category for us – our customers love being at home and in bed in style. Great nightwear makes her feel good. Being able to buy a brand that supports women’s charities will make her feel even better.”

Sleepwear manufacturer Delta Galil has agreed to buy the PJ Salvage brand of California based Loomworks Apparel a leading loungewear company. Their aim will be to expand the sleepwear and loungewear range in to upper end retailers in the USA.

And some brands are even expanding the experience further as reports.  Sleepy Jones, the sleepwear brand with a creative bent, partnered with filmmaker Van Neistat on a new project that’s taking the videographer across America. The mission? Fill small shopping bags with Sleepy Jones’ comfy pj sets, tie the bags to gigantic red helium balloons, and secure the balloons and pajamas to the ground in various locations across America for people to discover and keep, while videotaping the whole experience. The goal wasn’t just to introduce the brand to new consumers through a fun project—although that will inevitably happen—but to also encourage overworked adults to re-embrace a little childlike wonder.