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.
