Luxury pyjamas and loungewear taking off as good sleep becomes a bigger priority

Much has been made of the “self-care movement” over the last few years. What started as a gentle invocation to light a few scented candles and run yourself a bath has turned into a multidisciplinary industry spanning everything from yoga classes and meditation apps to watercolour workshops, nutritional supplements and energy-giving crystals.

But at the core of self-care are the things you do for yourself, and only for yourself – without the expectation that they will be seen on Instagram Stories or validated by others. And that’s why luxury pyjamas – clothes that few others will ever see you in – are a strong statement of self-care intent.

That’s certainly what Sophie Corlett, founder of Singapore-based luxury loungewear brand Maisonzhou, thinks about the garments.

“I think we all realise now how important it is to take time for ourselves and to find a moment in the day to de-stress or meditate and to prepare yourself for a good night’s sleep,” she says.

Corlett says her brand’s loungewear is made of a natural fibre, is breathable and biodegradable. It also helps regulate body temperature, helps skin absorb moisturiser, and is naturally anti-ageing. “But it’s also about how you feel when you wear it, and how that contributes to your feeling of well-being.”

Maisonzhou’s signature styles are vintage-inspired silk lingerie and loungewear, tailored to suit a new Asian market.

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“Luxury loungewear has long been a key part of women’s – and men’s – wardrobes in Europe and I felt like there was a real opportunity to introduce it to the Asian market, especially when some of the most luxurious silk in the world comes from Asia,” Corlett explains. “I’d lived in Asia for many years and saw how European brands didn’t really cater for Asian women, so we introduced petite sizing and colours and prints which flattered Asian skin tones – but it’s a trend that is taking off around the world.”

Brands around the world are celebrating pyjamas in traditional and modern forms, with silk as the common denominator. Last year English singer Florence Welch teamed up with British heritage store Liberty London to create a capsule sleepwear collection of silk pyjamas and kimonos bearing the house’s signature prints. Meanwhile, Olivia von Halle’s coveted nightshirts; For Restless Sleepers’ trend-led sets; and Yolke’s playful print clashes are sleepwear items with as much pull as the latest pair of Balenciaga sneakers, and customers are prepared to pay for the privilege.

But is it the same in Asia? The continent has become a major player on the international fashion scene but in many ways sleepwear is the opposite of “fashion”: private by nature, with an absence of conspicuous branding, and meant for an audience of only yourself and maybe your partner. Treating your home wardrobe with the same consideration and budget as your work or play wardrobe is just not something that comes naturally in Asia.

The conversation is slowly changing though, and it’s not because of money – it’s because of sleep. Sleep quality is at the forefront of a lot of people’s minds, especially young professionals working longer hours and succumbing to constant stimulation from multiple devices. Sleep, when it comes, needs to be top-notch. And if quality pyjamas help with that, then why not?

“Ever since I became a mother, I love sleep,” says Adeline Chong, owner of Kuala Lumpur lifestyle and creative boutique Snackfood. “I became so sleep-deprived and it made me look towards slow-living concepts. We began selling a lot of books on mindfulness, running workshops on de-stressing, and people were really taking it on.”

With that in mind, Chong started stocking Indonesian sleepwear label Sare Studio, and the response was instant. “I was surprised that there was such an immediate reaction,” she says. “I thought no one would think of pyjamas or sleepwear as something to invest in, but it took off immediately.”

“Sleep is more important than you think, and comfort really plays a big role in achieving good quality sleep,” says Karen Lee, co-founder of Malaysian sleepwear brand Chic in Green. “Sleepwear isn’t just something you happen to wear to sleep; we’re trying to change the mentality around it. When you put on a new dress, you feel good because people are noticing. With sleepwear, you should feel good every day because you are noticing.”

Chic in Green’s simple silk pyjamas have already caused a stir in the few months since launching, with customers returning to buy more for themselves and friends.

Ultimately, the most radical point about luxury loungewear – that no one but you will see it – is also one of its strongest selling points. Modern women are pulled in every direction, and the challenge to #haveitall has never been harder. The act of buying something just for your own enjoyment, even if it is “just” a pair of silk pyjamas, is a strong statement that your own wants and needs are important, and that you will carve out the time to look after them.

“Some customers will always prefer to invest in outerwear or accessories which can tell a more visible story about which brands they have bought into,” Corlett says. “For me, loungewear is so great because it’s the exact opposite – it’s just for you and how it makes you feel when you wear it. It’s about shutting out the rest of the world and just being yourself.”