Retailer Debenhams has seen a marked increase in sleepwear sales of late as shoppers have been wearing their jammies away from the comfort of their own bedrooms.
Once labelled as frumpy by fashionistas – pyjamas have proven to be the fashion hit of the summer and Debenhams has seen an increase of 34%, as shoppers have opted for a new way to look chic in the heat.
Lizzie Singleton, Spokesperson for Debenhams says; “Once reserved solely for the bedroom – pyjamas, now commonly referred to as ‘loungewear’ have made the transition into daywear.
“Whether it be a full set or seperates mixed in with daywear – the Summer of 2014 will be remembered as the year of ‘Sleepwear and the City’.
“Savvy shoppers have also been opting for our light kimonos as the cool way to cover-up, with many favouring our robes to achieve the look and printed styles proving most popular.”
The trend was first seen across the catwalks of Stella McCartney, Chanel and Dries Van Noten and is now appearing on a high street near you.
Celebrity fans of the ‘PJ’ trend include; Rita Ora, Rihanna, Millie Macintosh, Kate Moss, Fearne Cotton, Russell Brand, Marc Jacobs and Collin Farrel to name a few.
Lizzie Singleton continues; “Our designer sleepwear has seen the biggest sales increase with colourful floral prints proving most popular – as nightwear becomes more trend lead, many shoppers see it as a shame to resign it solely to the bedroom.
“Shoppers are particularly keen on our lightweight breathable fabrics which have made the trend a comfortable way to cope with the recent heat wave.
“We are already expecting the trend to continue way into the Christmas party season and have a number of styles that we predict to be popular.”
Debenhams Personal Shoppers have been inundated with requests on the best way to pull off the trend.
Alain Mehada, Head Personal Stylist of Debenhams Oxford Street’s flagship store offers the following tips to pulling off the sleepwear trend in style:
1. Mix bottoms with a tailored jacket to add definition to your silhouette.
2. Stick to silky/cotton fabrics and steer clear of flannel.
3. Opt for printed styles and avoid sheer fabrics or lace.
Debenhams sleepwear is available in all stores nationwide and online at Debenhams.com, prices start from £6.50.
The Debenhams Personal Shopping service is available in selected stores nationwide, book an appointment online at Debenhams.com.
Notes to Editors The Top 5 bestselling sleepwear pieces are as follows: 1. B by Ted Baker floral Kimono £39.50 2. RJR. John Rocha star print pyjama set £30 3. Iris & Edie cropped pyjama bottoms £18.50 4. Presence butterfly print kimono £18.50 5. B by Ted Baker floral pyjama top £18.50 History of Pyjamas Pyjamas were first introduced in England as lounging attire in the 17th century but soon went out of fashion. In 1870 pyjamas reappeared in the Western world as sleeping attire for men, after returning British colonials brought them back and adapted the pjjama pant to come without pockets. However, pyjama pockets came back into fashion in the 2000s, due to their usefulness in carrying personal items such mobile telephones. In recent years pyjamas or ‘lounge wear’ have been more commonly worn as daywear mainly due to the popularity of the onesie. About Debenhams Debenhams is a leading international, multi-channel brand with a proud British heritage which trades out of 243 stores across 28 countries. Debenhams gives its customers around the world a unique, differentiated and exclusive mix of own brands, international brands and concessions. In the UK, Debenhams has a top three market position in womenswear and menswear and a top ten share in childrenswear. It holds the number two market position in premium health and beauty. Debenhams has been investing in British design for 20 years through its exclusive Designers at Debenhams portfolio of brands. Current designers include Abigail Ahern, Ted Baker, Jeff Banks, Jasper Conran, FrostFrench, Patrick Grant, Henry Holland, Betty Jackson, Ben de Lisi, Todd Lynn, Julien Macdonald, Jenny Packham, Pearce Fionda, Stephen Jones, Preen, Janet Reger, John Rocha, Jonathan Saunders, Ashley Thomas, Eric Van Peterson and Matthew Williamson.
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