For decades pyjama and loungewear labels have been the sleeping giants of the Australian fashion industry, but lockdown restrictions raised their profile, thanks to the iron-averse working from home. As luxury labels attempt to lure us back into embellished dresses and tailored trousers, these reinvigorated brands are putting up a fight .
Having secured a relationship with Nordstrom before the pandemic, James saw Papinelle’s US footprint rapidly grow from 25 stores to 75 stores, to 100 stores during the lockdown period. “At one stage we were in the top 10 sleepwear sellers in the US. That’s unheard of for a non-US brand.” “We definitely see this trend continuing as customers are seeking more choice in their sleepwear and loungewear and want a more fashion-focused offering,” said Bridget Veals, general manager of womenswear at David Jones.
The designer attributes her rise in sales during lockdown to Australia’s growing appetite for luxury as well as a desire to support local labels.
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