Each year there’s a trend that dominates the fashion scene, locally and internationally. Usually trends come to Pakistan a year or two after being on the international circuit but there are some that are easily replicated and accessible, which tend to blow up in print and social media, becoming virtually inescapable. This year an ode to the early 2000s makes a comeback in the form of sleepwear being repurposed as street style.
Amene positions its ethos as loungewear, posturing its pieces as being versatile enough to be worn during the day or at night.
StyleFile
Sleep and lounge wear is the sweeping trend this season. Instep decodes its satiny appeal.
Each year there’s a trend that dominates the fashion scene, locally and internationally. Usually trends come to Pakistan a year or two after being on the international circuit but there are some that are easily replicated and accessible, which tend to blow up in print and social media, becoming virtually inescapable. This year an ode to the early 2000s makes a comeback in the form of sleepwear being repurposed as street style.
Silk and satin return to the runways to merge comfort with glamour. From Givenchy to Prabal Gurung, there was something or the other that alluded to nightwear on runways from Paris to New York. And while our mainstream designers might be a bit behind the ball on this one, the local fashion scene has already exploded in response to the sudden demand for bespoke pajamas that allow you to literally roll out of the bed and head on to lunch.
Blood Orange by R enjoys celebrity endorsement with the likes of Humaima Malick, Resham and Mawra Hocane spotted wearing its pajamas.
The red carpet at both PSW and FPW 16 featured journalists, fashionistas and editors all sporting some version of the trend, whether dressed head to toe in matching loungewear separates or pairing nightwear items with bespoke pieces for a quirky look. What makes matters interesting is the fact that each fashionista had sourced her sleepwear items
locally, getting them either custom made or picking up the pieces from online brands that have recently cropped up. The three most popular ones that can be identified are Blood Orange by R, SlumberGram and Amene. But while the demand is high right now and brands are developing to cater to it, is the model sustainable beyond the trend? What happens next year when being photographed in your pj’s isn’t considered cool any longer? Where will these brands go then?
Fatima Mesud of Amene believes that the brands have a stronger presence than just
trend-based demand. “I work on the prints myself and get them custom made instead of just picking up designs already available in the market. Then I import the silk and other materials I work with so that the customer gets the best fabric quality. This obviously drives my cost up which means separate costs about PKR 6000 and can go up depending on the style or cut. I plan on introducing a new collection each season so there’s something new and fresh on offer and I do feel this market is creating its own niche clientele that will remain loyal even after the craze fades,” she explains.
Another brand that offers sleepwear at midrange price point is SlumberGram, offering tops, shirts and pajama bottoms.
Amene establishes the highest price point amongst sleepwear brands in the country, the other two mentioned work within the PKR 2500 to PKR 3000 range, which seems more accessible to us than spending the same amount on a pajama top that you might on a designer lawn suit. It also doesn’t seem too farfetched to assume that the brands will suffer when the flash fad isn’t as relevant any longer. Either these businesses will have to evolve to offer a more versatile product or work within their niche to sustain a loyal customer base and ensure that their brands don’t slip into obscurity.
Instep tried getting in touch with the women behind
Blood Orange and SlumberGram but could not get a response.
