Back to bed: how pyjamas became an appropriate daywear option

From printed silk sets to grandad striped suits, this autumn’s daywear is all about the night. Hannah Rochell relaxes into pyjama dressing
Yolke Orchid silk dressing gown, £295, and Boysenberry stretch-silk pyjama set, £325
Hannah Rochell12 September 2017

Last week the country went back-to-school mad, but rather than suggesting that you, a grown adult, should suddenly start wearing Mary Jane shoes with a pinafore dress and a rucksack (*eye roll*), we’ve got a better idea: just go back to bed.

The high-end pyjama trend has been around for a few seasons from the likes of Prada and Miu Miu, and celebrities such as Bella Hadid, Rihanna and Elle Fanning were all early adopters.

But then it’s easy to wear your nightwear out when you can afford designer labels and have a driver, rather than having to get the Tube in your PJs.

Judging by the fact that you can barely move for the dozens of silky printed co-ord sets in Zara right now, though, the idea of jim-jams as daywear has well and truly entered our everyday consciousness. It’s now commonplace to spot chic Londoners sporting matching pyjama sets and heels on any average night out, or wearing grandad stripes with jeans and sneakers during the day.

Striped tunic, £69.99, and trousers, £39.99, from Zara

Leading the lie-in trend is London brand Yolke, the brainchild of Anna Williamson and Ella Ringner, which specialises in crease-proof, stretch-silk pyjamas. It was founded in 2013 when the friends felt they were missing some pulled-together casual chic from their own wardrobes.

“The first pieces we created were silk shirts in bright colours and prints that we could rely on to be the one piece to add to jeans or trousers on a daily basis,” says Williamson. “This then led to full pyjama and loungewear looks. We pride ourselves on creating styles that feel like a second skin to wear but look like a slick silk suit.”

Silk pyjama top, £160, and bottoms, £150, from Asceno

Another luxe brand to lounge in this season is Asceno, which counts Rita Ora and Cate Blanchett as fans. Although founders Poppy Sexton-Wainwright and Lauren Leask label their range as sleepwear, they see no reason why pyjamas shouldn’t be worn during the day.

“There is a nonchalance there. Women are too busy, too focused on more important things than simply what they might wear. Silk pyjamas will suffice,” they say. “They’re comfortable, effortless and easy, while also looking chic and feminine.”

Victoria, Victoria Beckham front-tie bomber jacket, £595, silk shirt dress, £565, and silk trousers, £600

Victoria Beckham is completely on board with the idea, showing top-to-toe silk prints in her Victoria diffusion line for autumn, as well as being spotted wearing PJs out and about herself last week, while Intropia’s black offering will make you long for (pyjama) party season.

This weekend at New York Fashion Week, Jason Wu, Sies Marjan and Public School all showed co-ordinating silky sets on the runway, too, so this is a trend that’s not going away.

Of course, the full sleepwear-as-daywear look isn’t for everyone but the versatile nature of pyjamas means you have a shirt and trousers ready to separate and mix with the rest of your wardrobe; it’s easy to slowly work your way up to the matching set if you don’t have the nerve right away.

“I think the best place to start is separating a set — wear the shirt with a pair of jeans for daywear or the trousers with a silk slip and some slip-ons for dinner,” continues Williamson. “Search out styles and prints that don’t scream pyjama. You can’t really go wrong with a classic stripe. If you’re going to go for the full look, confidence is key, and a few accessories can make it more intentional.”

Helpfully, Yolke employs the styling nous of its #yolkegirls — bloggers and influencers including Alex Stedman of the-frugality.com, Lucy Williams of fashionmenow.co.uk, and the journalist Pandora Sykes, who are pictured on the website nonchalantly pairing their PJ shirts with boyfriend jeans, or jammie bottoms with a leather biker, as well as reclining in full sets with artfully placed blankets. The Asceno girls agree that confidence is all in the styling. “Pair a shirt with high-waisted jeans and slides for effortless chic, or pyjama trousers with trainers and a roll-neck jumper for ultimate comfort and style.”

If all else fails, just do what they were designed for: sleep in them. “There is definitely an old-fashioned glamour in wearing a silk pyjama,” says Williamson. “We spend almost as much time sleeping as we do awake — putting on something pretty luxurious to sleep in always feels like a treat.”

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