Trend for pyjamas as daywear takes off on the high street, as Debenhams' report shows

Debenhams reports a rise in the sale as customers take to the street in sleepwear.

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Indy Lifestyle Online

High street department store Debenhams has seen a 34% rise in the sale of pyjamas this summer as customers buy into the loungewear trend.

Where once most would never dream of being seen out and about in their pyjamas, thanks to an array designers showing the look on catwalks, sleepwear is now not just for the bedroom.

And the trend is spilling over into the high street too with increasing numbers of customers looking to buy into the craze.

“Once reserved solely for the bedroom – pyjamas, now commonly referred to as ‘loungewear’ have made the transition into daywear" commented Lizzie Singleton, Spokesperson for Debenhams.

“Whether it be a full set or separates mixed in with daywear – the Summer of 2014 will be remembered as the year of ‘Sleepwear and the City’.

On the runway Stella McCartney showed lounge-suits in her spring 2012 show. Louis Vuitton went pyjama heavy for autumn/winter 2013.

Pyjama looks have been spotted on celebrities including Rita Ora and Rihanna who have both gone for head-to-toe looks.

A less extreme way to try the trend is by mix and matching; a silky camisole under a jacket or teaming a pair of silky pyjama bottoms with a pair of heels.

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