While we’re staying at home getting into the daily rhythm of the #WFH schedules, household chores and occasional catch-ups on Zoom, a lot of us are also picking up on the habit of dressing for ourselves.
Comfort is a key priority we’ve realised during the circuit-breaker, but this doesn’t mean that our everyday ensembles are looking miserable. In fact, some of the loungewear brands we’ve spotted on our favourite style stars have brought bedroom fashion to another level—a new timeless style we could foresee on the streets or destination holidays in the near future. Here, we share some of the loungewear brands loved by fashion personalities.
Sporty & Rich
Founded by Los Angeles-based art director Emily Oberg in 2015, Sporty & Rich originally kicked off on social media as a platform that shared mood boards focused on portraying the beauty of everyday life—whether it’d be nostalgic scenescapes, beautiful people or picturesque home interiors. From there, the Sporty & Rich brand took off to become a health and wellness magazine followed by its sustainable apparel line that has amassed a cult following, including the likes of Netflix’s Hollywood actress Laura Harrier, model-entrepreneur Rosie Huntington-Whiteley, and style tastemaker Christie Tyler (@nycbambi).
A favourite of Kaia Gerber‘s is a favourite of ours too, especially after seeing her wear the vibrant Camu sweater in both a virtual photoshoot and her weekly book club live stream with Lena Dunham, no less. Paloma Wool champions the idea of casual-cool, and is an experimental fashion label established in Barcelona that centres itself around the ideas and spaces that can be formed within the act of getting dressed. Unlike most homogeneous fashion brands that typically curate and advertise new collections in a traditional manner, Paloma Wool celebrates upcoming collections through an artistic lens, by embarking on projects and collaborations with fellow creatives who investigate their relationships with the new garments.
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Whoever said sleepwear was only made to be worn indoors? Well, Sleeper is proving to us that yes, it’s completely fine to defy conventional norms and dress in a pyjama separate in the day, or look equally as fashionable when you head to bed. Plus, we can’t help but notice the buzz this brand is getting by its growing fan-club—whether it’s Chriselle Lim posting a stay-home #OOTD for the ‘Gram or Leonie Hanne creating a fabulous TikTok in a Sleeper Party Pyjama Set.
Brainchild of Italian photographer Emanuele D’Angelo, LIVINCOOL is made for the laid-back girl who has her fair share of edgy-cool fashion moments. With the likes of Elsa Hosk and the Hebert sisters reppin’ the Californian-based label to no end, it’s become more than just a distinctively stylish statement. Not only that, LIVIN Cool has also been known for its exclusive roving pop-ups—they stopped by Singapore for a hot minute at the Surrender Store last year.
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Take notes from fashion model-influencer Dana Nozime and designer Jordan Kenegis in nailing our dream Parissiene-inspired look at home with NYC-based label Mirror Palais. Channel springtime and feminity in the bedroom in one of the many floral garments, silk dresses or flattering crop-tops the store has to offer. And if you need any more convincing, Dua Lipa even wore the brand’s retro crop top in her latest music video, Don’t Break My Heart.
ARE YOU AM I
One of the first fashion brands started by an influencer back in 2014, Rumi Dowson (@rumineely) has definitely taken ARE YOU AM I to the next level. A success story in itself, the brand has even collaborated with the likes of e-retailer Revolve. Well-loved by many worldwide for its versatile basics and contemporary style, Are You Am I has been able to sustain its relevancy over the years and is still worn by trendsetters in the industry today, from Brittany Xavier to EmRata.
On a mission to save the planet, Pangaia ethically designs apparel that are made from recycled fibres. The ethical fashion brand is loved by personalities like Tezza (@tezza), Viky Rader (@vikyandthekid) and Jen Ceballos (@endlesslyloveclub).