Year 2020 was defined by growing demand for comfort fashion. Data from Edited estimates sleepwear sellouts to have increased by 46 per cent Y-o-Y in Q4 FY2020. The latest Technavio report expects demand for sleep and loungewear to continue growing at 9 per cent CAGR by 2024 globally.

Studies suggest consumers preferred sleepwear made from modal fabrics by mid and mature labels in soft shades with grey tones. Slogans, plaids and Disney licensing were the most popular prints especially in matching mini-me sets. Gowns with fuzzy textures in pink and grey tones also dominated demand while the celestial patterns were seen across various retailers’ Instagram feeds.

Brands line up new collections

Fast fashion retailer Zara launched its new spring collection featuring a blue striped PJ set and 100 per cent cotton separates, while RIXO’s debut collection comprised pajamas made from silk cotton in the label’s signature playful prints. Fitness brand Athleta launched a sleepwear range comprising pajamas, sleep bras and rompers while cult label Ganni partnered with luxury retailer Browns on an exclusive pajama set complete with ruffle sleeves and an embroidered logo. Many fast-fashion brands increased their sleepwear offerings during the year with The Style’s range growing notably from just 0.2 per cent to 5.4 per cent.

Fabric and design trends

Sleepwear in satin gained popularity as it offered the comfort of silk at an affordable price. Popular brands Nasty Gal and I Saw It Fist launched multi-piece satin sets with matching sleep masks, scrunchies and travel bags. For fall 2020, retailers used ribbing to update categories such as basics and knitwear. The trend continued with nightwear during spring 2021. Pink was the most popular color during the year with pink arrivals outpacing neutrals.

Newly launched at Lulu’s and Boux Avenue, bralette sets are perfect for occasions like the Valentine’s Day. Their lace trims add a touch of femininity to sleepwear. Boohoo uses the eyelash lace while others opt for elastane blends. One of the popular retailers of eco-friendly sleepwear, Esprit incorporates 100 per cent organic cotton and LENZING™ ECOVERO™ into its garments.

John Lewis & Partners offers online consultation on topics such as choosing the right mattress, bedding, technology and general sleep wellness while the newly launched app Wave offers real-time sleep sessions every 30 minutes.

Evoking childhood memories with styling cues

Sleepwear trends emerging from most recent collections include pastels, candy stripes, oversized button-up sets and vintage-inspired nightdresses. Silk and satin have emerged as the most important fabrics as is evident from the recent Pinterest searches and new season arrivals. In future sleepwear is likely to incorporate feminine details and colors with matching headscarves, sleep masks or slippers. To tap into this trend, brands need to emphasize on the fit and feel of their garments by focusing on the fabric quality and technology. They also need to evoke customers’ childhood memories by using styling cues like pairing sleepwear with high heels and statement jewelry.