M&S get in on pyjamas trend as fashion analyst and personal shopper Gina Rogers said wearing nighties and PJs outside had to be ‘carefully considered’
The bedroom nightie is now the height of fashion and it’s not just celebs wearing nighties and PJs out and about – like Rihanna, Jessica Alba, Kim Kardashian, Adele, J-Lo and Posh Spice – it’s us ‘normal Brits’ too.
Emily Campbell, the owner of fashion brand If Only If, has this week launched a cotton nightie range dubbed ‘A Collection for Day and Night’. She said: “The nightwear to daywear trend makes so much sense.
“Nighties are so comfortable that you can waft around in them and feel effortless and feminine, and the loose fit and natural materials means you’re less likely to bake in the midday sun.”
Fashion analyst and personal shopper Gina Rogers said wearing nighties and PJs outside had to be ‘carefully considered’.
She said: ‘If you wear your old nightie out to the club, you’re going to get some strange looks, but if its got lovely embroidered detail, and worn with a belt, some people can pull it off.
“Many, however, can’t – so you have to do your research and test run it before actually going out out.”
She added: “A nightie or pyjamas might look great in the bedroom, but wear them in the garden and get someone to take a photo of you – or better still look in a mirror.
“If you can see through it, I’d say it’s a no.”
Gillian Ridley Whittle, the founder of underwear and pyjama brand Peachaus, said half of her clients wear their PJs out and about.
She said: “I would say it is 50:50… it’s a reflection of our lifestyle – we don’t want restrictions on our clothes anymore, and what feels better on our bodies than well-made nightwear?
“Our world is uncomfortable enough and we’re seeking comfort and connection.”
Even M&S is getting in on the act after teaming up with luxury designer Olivia Von Halle, whose mega pricey nightshirts and PJs sell for more than £600.
The M&S range, however, will set you back between £45 and £55.
Olivia said: “Beautiful nightwear is the ultimate indulgence.
“There is something so spoiling about wearing an item that makes you feel as good as it looks.”
Dynasty star Stephanie Beacham recently revealed how she often goes out shopping in her PJs.
The 78-year-old, who played Sable Colby in the 1980s TV shows Dynasty and The Colbys, said she had ‘earned the right’ to do as she pleased.
The mum-of-two, who also starred in Tenko and Coronation Street, said: “At 78 I’ve earned the right to say and wear what I want.
“Today I spent the whole day in my pyjamas, including going to the shops.”