House of Fraser unveils ‘Dress-In Gown’ in time for Christmas

Get ready to stay in this party season 

Juliana Piskorz
Wednesday 25 November 2020 15:21 GMT
Dress-in Gown
Dress-in Gown (House of Fraser)

If you were looking for further proof that 2020 is a terrible year for our social lives, then look no further than House of Fraser’s latest sartorial offering, the Dress-In Gown.

Unimaginable in 2019, now the idea of our dressing gown being the most stylish item of clothing we own seems totally acceptable - the new normal.

As part of House of Fraser’s expanding In-In collection, the toweled gown - designed to look exactly like a red-carpet appropriate dressing gown - is made of sustainable bamboo and features a train, thick lapels and bell-sleeves.

However, comfort doesn’t come cheap, your dreams of reclining in head-to-toe towelled bamboo come with a £60 price tag.

Since the coronavirus pandemic sales of loungewear experienced a meteoric boom as we eschewed restrictive clothing in favour of elasticated waistbands, looser tracksuits, sweatshirts and sleepwear.

Between March and April of this year, US pyjama sales rose 143 per cent while bra sales fell by 13 per cent according to data from Adobe Analytics. 

With hours of languishing indoors, it makes sense that many of us sought comfort over style.

(House of Fraser)

House of Fraser says it hopes to bridge the gap between comfort and louche dressing with their latest toweled offering, which features alongside a shopping edit of silky chemises and luxury pyjamas.

But it’s not just House of Fraser cashing in on our domiciliary existence, retailers including John Lewis, ASOS and M&S have also seen an increase in loungewear sales with John Lewis selling a similar silk, floor length dressing gown from Chi Chi London.

The Dress-In Gown will be available for purchase on the 11 of December and is available for pre-order now.

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