‘The new sweatpants’? Pyjamas emerge as men’s daywear trend

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During lockdown menswear was outlined by the death of the suit and an embrace of sweatpants and Crocs, however as male vogue begins to emerge from pandemic dwelling a shocking new trend has popped up: pyjamas as daywear.

The Wall Street Journal has now even claimed they’re “the new sweatpants”.

This “high-low” type of dressing has already been taken up by celebrities. Last Sunday, Daniel Kaluuya accepted his Sag award for finest actor in a supporting function carrying a pair of aubergine Louis Vuitton pyjamas with an identical gown.

It was an identical scene on the digital Grammys when John Legend picked up his award in a Versace bathrobe, whereas the rapper Travis Scott appeared on the quilt of the spring challenge of L’Officiel Hommes in a jade inexperienced bathrobe with matching slippers. They observe within the steps of Antoni Porowski from Queer Eye and Lakeith Stanfield who’ve, pre-pandemic, worn pyjamas on the crimson carpet.

“Pyjamas and loungewear have been doing incredibly well throughout the pandemic, [sales have increased] over 90%,” stated Damien Paul, head of menswear at Matchesfashion. “[It’s] definitely a reflection of our customer prioritizing comfort as we have been working from home.”

Beth Pettet, head of menswear at John Lewis, agreed. “We expect to see a higher demand for smarter looks blended with comfortable fabrics that allow for a relaxed feel, even for more traditionally smart occasions,” she stated.

For Paul, the tender and cozy look is greater than a trend; it illustrates a change in life-style. “It’s definitely a shift in the way our customer lives,” he stated.

The duality of every week spent part-time working within the workplace and dealing from house can also be echoed in British excessive road outlets like Marks and Spencer’s creating loungewear-esque work from home fits.

“We recognize that in today’s work-from-home environment, a suit may feel restrictive for our customers’ needs,” stated Pettet, stating that John Lewis have made a smart-casual WFH go well with capsule assortment with Kin. “The lives of our customers have undoubtedly changed. We recognise that many of our customers are looking for a wardrobe which takes them from bedroom to boardroom,” she stated.

The rise of the souped-up pyjama can also be symbolic of a much bigger generational shift, augured by social media, the place the traces between the personal and public are blurred.

“The private domestic space no longer exists; it’s been Instagrammed and TikToked to death,” stated Prof Andrew Groves, the director of the Westminster Menswear Archive on the University of Westminster.

“As a result there are no clothes we wear for ‘private’ moments. Everything is now available for public consumption.”



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