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For decades, pajamas and homewear brands have been the sleeping giants in the Australian fashion industry, but due to their aversion to working from home, blockade restrictions have increased their visibility. When luxury brands try to lure us back to embellished dresses and customized pants, these revitalized brands are fighting (no need for pillows).

Papinelle founder Renae James has the same origin story as many Australian brands. She studied fashion at the University of Technology Sydney and started business in Paddington Market, but unlike other stall owners Zimmermann, Sass & Bide and Dinosaur Designs, she The pajamas brand from 20-a year ago has been neglected until now.

The latest collaboration between Papinelle Pajamas and New Zealand designer Karen Walker.

"We are always at the rear right of the department store," James said. Papinelle has stocks in David Jones in Australia and Nordstrom in the United States. "Honestly, this is the first time we have been brought to the store during COVID-19. We have also been pushed to the homepage of the Nordstrom website."

Papinelle's stores in Sydney and New Zealand have been growing steadily. The popular collaboration with New Zealand designer Karen Walker has attracted more and more attention, but the demand for casual items during the lock-in period has greatly accelerated the sales speed.

After establishing a relationship with Nordstrom before the pandemic, James saw Papinelle's footprint in the United States rapidly grow from 25 stores to 75 stores, and to 100 stores during the lockdown. "At some stage, we were among the top 10 pajamas sold in the United States. This is unheard of for non-US brands."

These are not the Nutella smudged T-shirts and dyed gray sweatpants that many of us find when working remotely. Washable silk, neat piping and eye-catching flowers are favored by those looking for a more elegant way to relax.

Now Papinelle is preparing for further growth, James is convinced of future orders, and customer demand for comfort and luxury will continue to exist. This is a view supported by her main Australian stockist.

Bridget Veals, General Manager of David Jones Womenswear Department, said: “We will definitely see this trend continue as customers are looking for more pajamas and homewear options, and want to provide more fashion-oriented product."

When James discovered that Papinelle's customers were trying bold prints in their bedrooms, Brisbane homewear designer and jeweler Chelsea De Luca saw her matching suits and luxurious silk robes on the street.

DeLuca said: "People want to pamper themselves and feel comfortable during the lockdown." "Our order shows that this situation is still going on, unless people are now wearing high heels and jewelry instead of slippers."

Pajamas by Australian designer Chelsea De Luca.

De Luca's prints are inspired by her Rita Ora and Beyoncé approved jewelry collections, as well as patterns and leopard prints from the 1920s.

“It’s surprising that during the lockdown and until today, people ordered the most styles. They also wore them in surprising ways, turning robes into skirts and belts as neckwear.”

The designer attributed her increase in sales during the lockdown to Australia's growing demand for luxury goods and a desire to support local brands.

"The fact that these works were made in Sydney has resonated with many people," she said. “People are more cautious when shopping, and supporting Australian businesses seems to be an important part of it.” In order to maintain the momentum, De Luca will launch a series of tunics and introduce a bolder palette in her next collection.

Kate Waterhouse (Kate Waterhouse) wears clothes she designed for Melbourne nightwear brand Wanderluxe.

Sherri Kiernikowski, the founder of Melbourne pajama brand Wanderluxe, is experiencing a change of guilt for survivors and guilt for winners after a long period of lockdown in her hometown.

Speaking of the pandemic, Kiernikowski said: "This is a terrible situation, but it is the best thing for our business." "Because people can't go anywhere, we sell works on Mother's Day and Father's Day."

Kiernikowski launched Wanderluxe in 2017, but it was during this year's lockdown that she signed contracts with The Iconic and David Jones. "In the past two years, our sales have doubled."

Focusing on the future, Wanderluxe collaborated with racing identity and fashion critic Kate Waterhouse (Kate Waterhouse) to design a single product inspired by traditional men's pajama suits.

Kiernikowski said: "The growth we have experienced in sales and social media support is irreversible." "People want something they can relax and open the door. Oh, you can sleep in it."

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