‘Where the heart is’ pyjama set, Yawn | Softening Socks, Bliss

There’s not much party action in January. Not when you’re abstaining from any kind of alcohol that is. Add a freezing cold snap into the mix and the millenial’s new favourite acronyms FOGO (Fear of Going Out) and JOMO (Joy of Missing Out) have never been more relevant.

With ‘staying in’ the cool kids thing to do (although, hi parents – who knew how hip you were!?), sales of pyjamas are going through the roof.

According to the Sunday Times Style, they’ve gone up 23% at Marks & Spencer (and with a new collection by Rosie Huntington-Whiteley, it’s not hard to see why), 30% up at John Lewis, while at Selfridges, PJ sales have gone from a £200,000 per year business to raking in £1.2million pounds business in three years.


Alice Whiteley, founder of Yawn (the pyjamas I’m wearing above) says, ‘I saw a gap in the market for ‘affordable luxury’ PJs when I couldn’t find a characterful, colourful brand all about relaxation. I was a busy working mum and trying to find ways to switch off.

‘Technology means the world is an increasingly connected and hectic place and we envisaged Yawn as a nurturing brand that would help people to enjoy their (rare) down time. Staying in can be just as fun as going out.

‘We have been delighted with the reaction – sales have more than doubled in our second year. It seems people are rediscovering the joys of being at home and want to feel good in what they wear when relaxing.’

Image: Emily Inman for Yawn
Image: Emily Inman for Yawn

And it’s not just the high street that’s feeling some cosy consumer love. Independent designer brands offering sumptuous silks and crisp cottons are also doing a roaring trade (and a neat side-line in custom monogramming).

Desmond & Dempsey, a British brand set up by Brit/Aussie couple Joel Desmond and Molly Dempsey focuses on brilliantly designed cotton sets in 100% luxury cotton. I love their Howie pineapple set.

'Howie' pineapple set, Desmond & Dempsey
‘Howie’ pineapple set, Desmond & Dempsey

Inspired by the lounging pyjamas worn by Coco Chanel in the Twenties, former trend forecaster Olivia Von Halle has amassed a cult following with her beautiful silk pyjamas and loungewear sets from the likes of Kate Moss (who wore the OvH ‘Lila Nike’ striped pyjamas on the way back from *that* EasyJet flight), as well as Victoria Beckham and Gwyneth Paltrow.

'Lila Grace' pyjamas, Olivia von Halle
Lila Grace’ pyjamas, Olivia von Halle

Von Halle only launched the business five years ago, but has tripled her growth since then – thanks in no small part to her customers also wearing the chic designs to parties and to work.

She says, “Our pyjamas are the last word in luxury — they epitomise decadence and an old-school brand of glamour. Wearing a pyjama top to work, or a full pyjama set to a cocktail party, feels louche, modern and liberating.”

Morv Moon (available at Selfridges) offer a silk two piece pyjama set with a detachable eye mask hood, while Dear Bowie‘s silk sets offer tailored pieces that look more like formal wear than your grandpa’s pyjamas.

If you fancy upping the ante on your sleep wear, then check out my picks below (with nothing more than £100).

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