![Turning in, turning out. Image credits: For Restless Sleepers](https://americanmarketer.com/wp-content/uploads/2017/01/Restless-in-Sleepwear-1.png)
By Ana Andjelic The coolest Instagram account of the moment is not Gucci or Balmain or even Vetements. It is F.R.S, or For Restless Sleepers, a brand whose items makes us want to leave the house in our pajamas. Favorite of Net-A-Porter, My Theresa and Farfetch, For Restless Sleepers boldly proclaims that “the indoors becomes outdoors” and devotedly lives by this credo. Night and day The trend of nightwear-as-daywear may not be new, but its steady momentum turned it into an athleisure-like phenomenon. For today’s fashion-savvy consumer, it may not be enough to be comfortable in $400 technical cashmere. Pajamas are where things are at. Luxury nightwear market exploded in the recent years, but outside of a few notable public appearances at runways and events, has since been mostly confined to bedrooms. Huffington Post founder Arianna Huffington’s sleep revolution notwithstanding, today’s streetwear pajamas have more to do with the slowly rolling fashion zeitgeist than with the nightly rest. Originally introduced as outwear by Coco Chanel, pajamas have found their more recent interpretation in Dolce & Gabbana, Givenchy, Lanvin and Gucci. While the trend has not been one to take a quick hold among the consumers, it may easily prove to have staying power. This power rests on the fashion audience’s changing personal, cultural and fashion attitudes.
Awake to the possibilities. Image credits: For Restless Sleepers
Ana Andjelic is senior vice president and global strategy director at Havas LuxHub