You only had to look so far as Marc Jacob’s or Rochas’s “Resort 2014” collections to see that designers continue to cozy up to pajama-themed fashions. From comfy silk blouses to loose-fitting jacquard-woven pants, the pajama trend offers supreme comfort tailored with suave sophistication.
“The popularity of loose-fitting women’s apparel has continued to grow over the past few years and isn’t expected to lose steam anytime soon,” says Ashley Nielsen, marketing manager for S&S Activewear (asi/84358). As pajama fashions are primarily outfit-based, they provide the promotional arena with an alternative to its heavy focus on standalone pieces. PJ bottoms are among the most popular items, says Nielsen: “Flannel pajama bottoms have been around for years and are popular for school and athletic programs.”
Pat Prosser, senior marketing manager for Boxercraft (asi/41325), says that pajama-inspired apparel has developed primarily in response to a need for convenience. “People are not just looking for comfy clothes,” she says. “They also want apparel that can be worn in all the different environments they find themselves in, whether it’s work, home, the gym or on errands.” She adds that pajama-styled fashions have gotten slightly more upscale as a result. “What was once referred to as loungewear is now being seen out-of-doors,” she explains, “and designs have accommodated that trend.”