This time of year is typically when we see a spike in sales of fancy pyjamas, as many indulge in beautiful PJs for the Christmas period or to give as a gift. Given our lead-up to Christmas this year is spent pre-dominantly on the sofa, rather than bar hopping, it’s unsurprising that for many of us pyjamas have become something of a second skin. If you’re looking to upgrade from your trusty old flannel PJs, there are a number of cool labels creating beautiful sets that are worth spending a little more on.
Case in point: cult Scandi brand Ganni has just dropped an exclusive pyjama collaboration with Browns Fashion, comprising of cosy co-ords that offer the perfect balance of classic fabrics with plenty of cool-girl appeal. The collection’s befrilled striped co-ord has gone right to the top of our Christmas wishlist.
“Since the beginning of lockdown we’ve seen an increased interest in loungewear and comfort dressing and definitely expect this trend to continue as people are looking at spending more time at home or working from home”, explains Heather Gramston, head of womenswear at Browns Fashion. “As a result of this, for the new season we’ve added more loungewear brands including Sleeping With Jacques and Deiji Studios. For their pyjama capsule, Ganni fused their signature prints on matching sleep sets. They aren’t just for indoors – I’d wear the menswear inspired stripe pyjama shirt with a pair of jeans from Khaite.”
We also can’t talk about pyjamas in 2020 without mentioning cult label Sleeper—the feather-trimmed pyjama sets have been yoyo-ing in and out of stock over the past year, and have become the most sought-after outfit for the festive season this year, and have been worn by Kendall Jenner and Holly Willoughby over the past month. Keep scrolling for more of the pyjama brands I love this year.
Beloved by the fashion crowd for their trend-led yet wearable designs, Scandi cult brand Ganni has just dropped a collaboration with Browns Fashion, and we’re in love with the frilled detailing paired with the traditional striped cotton.
Founded in 2016 by Juliette Harkness and Emma Nelson, Deiji Studios started out producing bedding, but has now branched into stylish loungewear crafted from cool linen fabrics in a range of simple styles.
Rixo has launched loungewear for the first time this month, including beautiful printed robes, pyjama sets and matching eye masks. The red and black vintage rose print rose is my personal favourite.
Honna London was founded by stylist, fashion editor (and former WWW contributor) Barbara McMillan and creates classic striped pyjama sets that are beautifully made for £120. The sage green version is a recent addition, and perfect for Christmas.
Sleeper pyjamas have had so much hype this year and can be hard to find, but Net-a-Porter have just restocked, hooray! The black trouser set with feather trims is like fashion gold dust this year, but I also love the beige and pink gingham versions.
Tekla is another amazing brand to arise from Copenhagen—the Danish brand was created in 2017 making bathrobes, bedding and beautiful classic, and very simple PJs. Oh and Harry Styles is a fan.
According to Net-a-Porter, the idea for Desmond & Dempsey was born as co-founder Molly Goddard used to sleep in her boyfriend Joel’s button-down shirts and they made a pyjama brand together so that she would stop spilling coffee on his shirts. The sets all have a menswear feel, and use hand-painted vibrant prints.
Pour Les Femmes was created by House of Cards star Robin Wright and designer Karen Fowler. They created the brand as they couldn’t find the perfect lightweight pyjamas, and married this with their desire to create a socially conscious business. Pour Les Femmes supports charitable organizations that directly help women in conflict regions—the details of the campaign are listed in detail on its website.
When it comes to luxury pyjamas, Olivia von Halle is the ultimate brand for silk sets you can wear outside the house and nine years since its launch has become a firm fashion crowd favourite. Kate Moss has been seen several times in the classic striped silk PJs.
Next up, see our guide to the key trends for autumn winter 2020.
