reuring lockdown menswear has been defined by the death of the suit and an embrace of sweatpants and Crocs, but as menswear begins to emerge from the pandemic, a surprising new trend has emerged: pajamas as daywear.
The Wall Street Journal has now even claims these are the new sweatpants.
This form of high-low bandage has already been picked up by celebrities. Last Sunday, Daniel Kaluuya received his Sag Award for Best Supporting Actor wearing Louis Vuitton eggplant pajamas with a matching dress.
It was a scene similar to the virtual Grammys when John Legend won his award in a Versace bathrobe, while the rapper Travis Scott appeared on the cover of the spring issue of LOfficiel Hommes in a jade green bathrobe with matching slippers. They are following in the footsteps of Antoni Porowski of Queer Eye and Lakeith Stanfield who, before the pandemic, wore pajamas on the red carpet.
Pajamas and loungewear have performed very well throughout the pandemic, [sales have increased] over 90%, said Damien Paul, head of menswear at Matchesfashion. [Its] certainly a reflection of the priority of our customers on comfort because we work from home.
Beth Pettet, head of menswear at John Lewis, agreed. We expect to see increased demand for smarter looks mixed with comfortable fabrics that allow for a relaxed feel, even for more traditionally smart occasions, she said.
For Paul, the soft and comfortable look is more than a trend; it illustrates a change in lifestyle. It’s definitely a change in the way our customers live, he said.
The duality of a week spent part-time working in the office and working from home is also found in British department stores like Marks and Spencers, creating loungewear work out of suits for the home.
We recognize that in today’s work-from-home environment, a suit can seem restrictive to the needs of our clients, said Pettet, noting that John Lewis has created a chic and casual WFH suit capsule collection with Kin . The lives of our customers have undoubtedly changed. We recognize that many of our clients are looking for a wardrobe that takes them from the bedroom to the boardroom, she said.
The rise of puffy pajamas is also symbolic of a larger generational shift, heralded by social media, where the lines between private and public are blurred.
Private domestic space no longer exists; he’s been Instagrammed and TikToked to death, said Professor Andrew Groves, director of the Westminster Menswear Archive at the University of Westminster.
As a result, there is no clothing that we wear for private moments. Everything is now available for public consumption.
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