Hill House Home launched a Nap Dress that went viral in 2020—the brand sold $1 million worth of the style in just half an hour—and its newest collaboration taps into a popular Netflix series that premiered in 2020. The Phenomenal x Bridgerton collab introduces a comfort-focused collection of styles, including three floral and feminine version of the coveted Nap Dress in pink, white and lavender.
Unsurprisingly, the trio of newly launched Nap Dresses from the collection have already sold out, although there is a waitlist going for the next drop. The popularity of the Nap Dress speaks to consumers' desire for comfort without sacrificing style and it offers a refreshing alternative to the usual loungewear looks that resemble sporty athleisure.
What's Driving This Trend
- Comfort-driven Fashion
- Opportunity for brands to introduce stylish and comfortable clothing that meets the needs of the current market.
- Collaborative Collections
- Opportunity for brands to work together and co-create collections that capture a wider range of consumers' interests.
- Modernized Classics
- Opportunity for brands to adapt traditional and classic styles in a fresh and contemporary way to appeal to modern consumers.
Who This Affects Most
- Fashion and Apparel
- Opportunity for designers and manufactures to create a new generation of comfortable yet fashionable clothing.
- Streaming and Entertainment
- Opportunity for streaming platforms to impact fashion trends by highlighting popular shows and influencing fashion collaborations.
- E-commerce
- Opportunity for online retailers to feature collections that provide fashionable yet comfortable clothing to meet the needs of consumers.
