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Revival of the sleepwear market

For the first time in many years we have found the London sleepwear scene in the process of revival. The popularity of PJ dressing from previous seasons is definitely the reason behind the re-orientation of a classification that was in danger of becoming extinct. We have seen major department stores reducing their sleep/loungewear departments to one or two brands. New energy now comes from commercial private label and from high-end brands, such as For Restless Sleepers, Laura Urbinatti, Olivia von Halle and newcomers like Violet & Wren, who all show that the parameters for sleepwear are not longer related to the bedroom – it’s versatility and adaptation to the contemporary wardrobe that matters. The golden rule for sleepwear success: it needs to be uncomplicated and easy, but details, colours and proportion need to conform to general fashion.

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