Category
Fashion
Scaled Restraint
Trend cluster
Category
Sleepwear
Couture
Sleepwear becomes a fashion statement within and outside the home.
4.7
Trend score
Trend
What is the Sleepwear Couture trend?
Sleepwear Couture: The perception of sleepwear is being transformed in a way that makes it fashion-forward to wear outside of the home, as it's now being used as inspiration for the designs of everything from wedding dresses to celebrity streetwear collaborations. This shift speaks to the changing face of the fashion world, which went from prioritizing conspicuous luxury, to a more casual form of exclusivity that better caters to younger demographics.
Trend themes
Themes within the Sleepwear Couture trend
Three behaviours holding the trend together01
Sleepwear as fashion
The perception of sleepwear is being transformed to make it fashion-forward enough to wear outside of the home.
02
Personalized hotel merchandise
Consumers are interested in purchasing branded merchandise from high-end hotels, such as hotel sleepwear that is often offered in specific room packages.
03
Lounge wear capsule collections
Consumers are interested in purchasing cute and cozy lounge wear alternatives that combine all of a brand's popular sleepwear items into one collection.
Industry implications
What the Sleepwear Couture trend means for industry
Where the trend changes the playbookFor
Fashion industry
The fashion industry is being influenced by the changing perception of sleepwear to make it fashion-forward enough to wear outside of the home.
For
Hospitality industry
High-end hotels are creating personalized merchandise, such as branded hotel sleepwear, to provide an added level of comfort for guests.
For
E-commerce industry
Consumers are interested in purchasing lounge wear capsule collections online that combine all of a brand's popular sleepwear items into one collection.
Workshop question
How can your brand better adapt to the needs and preferences of Millennials and Gen Z demographics?
Trend signals
Trend signals for Sleepwear Couture
Trend score 4.7 out of 10, from popularity 68%, activity 64%, freshness 8%.
Popularity68%
Activity64%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Sleepwear Couture trend
5 featured examples from Aug 15, 2017 to Feb 7, 2018CategoryWorld
Hotel-Themed Pyjamas
Claridge's Created Special Hotel Sleepwear Inspired by Its Art Deco Lobby
Hotels are embracing the trend of offering special hotel sleepwear sets to enhance guest experiences and comfort.
CategoryFashion
Sleepwear-Inspired Velvet Suits
LOÉIL's Powder Blue Ensemble Features a Loose-Fitting Silhouette
The sleepwear-inspired velvet suit presents an opportunity for fashion retailers to offer comfortable yet stylish formalwear, capitalizing on the growing demand for versatility in…
CategoryPop Culture
Artful Zine Clothing Lines
FKA Twigs Released the Second Edition of Her Online Zine 'Avantgarden'
Artists, designers, and creators can explore new ways to collaborate and showcase their work through zines and unique merchandise.
CategoryLifestyle
Sleepwear-Inspired Bridal Dresses
'Sleeper' Slip Dresses Blur the Line Between Pajamas and Gowns
There is potential for more clothing brands to create sleepwear-inspired pieces that can be worn both in and out of the bedroom.
CategoryFashion
Lounge Wear Capsule Collections
Monki Has Released an Intimate Lounge Wear Capsule Collection
The fashion industry can capitalize on the growing trend of lounge wear capsule collections by developing lines that prioritize both comfort and style.
