“Pyjama pants don’t care if you had a burger for lunch but leggings will judge you.” – Salvador Perez
The first main project that I had to do for my FCP course was based on researching a popular trend in 2016 and I had to research the backgrounds of the pyjama trend, a quite popular trend in the past years not only in 2016. The research was based on finding about trend’s history, where it started and how designers are embracing it today, how the media reported the trend and how celebrities adopted it, how the stores from London present the pyjama trend and who is the consumer.
Pyjamas were introduced in England as “lounging attire” since the 1870’s. The nightclothes were originally worn in Europe in the middle ages and were inspired by the styles of Egyptian, Roman, Asian and Indian costumes. European men embraced pyjamas much earlier than women.
Coco Chanel was the first designer to promote a line of lounging and beachwear pyjamas to convince women that pyjamas could be as flattering as the traditional nightgown. Coco’s pyjama pant silhouette became popular among rich women in the middle twenties.
Through the years pyjamas remained popular but in the 1960’s a more corporate and stylish pyjama made its appearance: The Palazzo Pyjama. These pyjamas were introduced by Irene Galtzine, a roman designer.
China Machado in Galiztine
Since 2009 big designers started to introduce the pyjama trend on the catwalks and by 2011 pyjama dressing was on runways such as Celine, Takoon, Dolce & Gabbana, etc. The trend will continue to be popular in the Spring/ Summer 2017 collections as I was told by the staff of Prada and Valentino in London.
The media reported our trend mostly through blogs with help from fashion bloggers and through magazines and parties or events.
Magazines such as Vogue, Harper’s Bazaar and Cosmopolitan reacted by writing articles that showed celebrities wearing the trend or featured photoshoots with different celebrities wearing pyjamas. Vogue is a good source in finding the latest pyjama trend on the catwalk and showing high street options on how to wear the trend. Cosmopolitan has an entire section on how to wear pyjamas with examples of celebrities adopting the trend.
Paper and online magazines are helpful by showing articles on how to wear this trend since it’s not that easy to style it.
Bloggers promoted the trend by posting street style outfits while cooperating with brands like Dolce & Gabbana, Valentino and Alberta Feretti and giving readers high street and also cheaper options of the pyjama clothes. Most fashion bloggers post about how to be confident wearing the trend and what is the best material to choose when shopping pyjama clothes.
Lots of brands pay social media bloggers like Kristina Bazan, Chiara Ferragni or Danielle Bernstein to promote their products by using hashtags to get the style trending.
Dolce & Gabbana’s unsual and ironic party with Italian flair helped the brand to promote the intimate pyjama collection. The party was held at Chateau Marmont in Los Angeles and it was called the anti-red carpet event. The slumber party scene was set by large beds, fluffy pillows and powerful celebrities wearing D&G pyjamas.
Without trying to promote any brand or clothing line, many celebrities wear the pyjama trend as a day-time wear, either they go to get groceries or eat lunch. They also wear pyjamas when they attend big events such as movie premiers or fashion shows. Rihanna and Cara Delevingne have been wearing pyjamas for years and they take this trend to a whole new level.
During the study trip to London I visited both high end and high street shops and I found out that the trend dominated most of those stores. Every store adopted the trend to suit their brand aesthetic. While high end shops offered a sophisticated and refined look, high street shops were more casual but stylish in the same time.
In high end stores the prices were variating from 500 pounds to 1000 pounds, opposed to high street where the prices were ranging from 20 pounds to 40 pounds. This large gap between prices was expected anyway due to a higher demand and use of expensive and luxurious fabrics.
Alberta Feretti and Burberry were the only shops that presented the pyjama trend through visual merchandising. Alberta Feretti featured in their window displays a pyjama collection that has been worn by many celebrities and Burberry even had a section exclusively for pyjamas and lounge wear.
What I found interesting is that every store adapted this trend to their usual clothing theme. Burberry adapted the trend to their store theme in an interesting way, a gothic theme similar to an Alexander McQueen move. Tommy Hilfiger and his on-going sailor theme made the vintage nightgowns into classic dresses that women can wear during daytime. As we all know Versace is a colorful brand and they added to their pyjamas a new neon theme. Their bright pyjamas have shown that they marked the brand’s signature on the pyjama trend in their own way. Alberta Feretti made a statement with their feminine pyjama clothes made for women to feel sensual and classy.
As for the colour pallete, Alberta Feretti chose a more “night-ish” material like silk and lace embroderies to offer a stylishly comfortable look. While this brand is all about single colours like black, white,rose, beige or grey, Burberry had a various choice of floral print. Tommy Hilfiger included his own famous colour pallete, Valentino featured accents of violet, white-yellowy and cornflower blue and Versace featured geometrical figures and a print with more structure.
As the popularity of pyjama wear raised, the choice of print has a little more structure and the choice of material is opposed to a typical pyjama.
The portrait of a woman who wears pyjamas
A creative individual, a female aged between 18 and 25 years who wears the trend as a day or evening wear. She may wear the trend to work to give the idea of a comfortable person who is in the same time stylish due to her busy lifestyle, like the workers from Prada wear pyjamas to work.
The trend consumer is feminine, a woman who wears pyjamas to give the idea of a sophisticated silhouette. Her hero brands range from Burberry, Valentino and Alberta Feretti for the pricey side and Topshop and Zara for a cheaper version. Few of our consumer’s zero brands are Primark, Yezzy or Jack Wills.
Pyjamas are often styled with heels to lengthen the leg and for the evening wear a clutch bag for a more classy appearance. If the consumer is not in the mood for a full pyjama outfit, she can style a pyjama shirt with jeans.
Due to the cold season I couldn’t see anyone wearing pyjamas in London but the workers from Valentino assured me that we will see a lot of pyjamas this Spring and Summer, especially in stores.