The Rise of the Everywhere PJ
Once relegated to Sunday slouching or post-bath lounging, pyjamas are having a major moment—and this time, they’re not staying in bed.
Sleepwear is stepping out, quite literally, as part of an aesthetic shift that's blurring the lines between sleep, self-care, and street style. Whether it’s boxer shorts worn with oversized blazers, pointelle tanks styled for brunch, or a full PJ set heading to the airport, we’re officially in our athleisure-but-cosier era.
Thanks to TikTok’s obsession with morning routines and ‘bed rotting’ glamorised as the ultimate self-care, the humble pyjama has gone aspirational. And with brands like Hill House Home, Reformation, and Eberjey responding to this moment with collections designed for both bedroom and beyond, the “everywhere PJ” is fast becoming a wardrobe staple.
From Nightwear to Daywear
This new breed of pyjamas isn’t just about pretty prints or silky finishes—it’s about multifunctional style. Think sleep shirts that double as summer dresses, or linen sets that work for lazy lunches and laid-back weddings. The vibe? Comfy, polished, and Instagram-ready.
In a world where sleep is the new status symbol and comfort equals confidence, sleepwear-first brands are stepping up their game with elevated designs, luxury fabrics, and clever styling. The goal is no longer to hide your PJs—it’s to show them off.
And British shoppers are on board. From curated capsule collections to pop-up pyjama parties, brands are increasingly marketing sleepwear with the same energy once reserved for handbags and heels. Whether it’s the quiet luxury of a classic striped set or the Y2K charm of a pastel pointelle co-ord, today’s PJs are all about versatility.
As Reformation’s CEO put it, “Not everyone works out, but everybody sleeps.” So why not do it in style?
Brands to Watch: The PJ Edit
From luxe loungewear to elevated essentials, here are the names making waves in the sleepwear-as-daywear movement—on both sides of the pond:
Desmond & Dempsey
The London-based label known for its bold prints and tailored cotton PJ sets that look just as good at breakfast as they do in bed. too beautiful to confine to the house choose the right set to wear out and about.
TBCo
The Edinburgh-based B-Corp known for its soft crinkled cotton sets with playful checkerboard prints, scalloped hems and thoughtful details like cropped sleeves, contrast piping and a matching scrunchie. Designed for lazy mornings, long-haul flights and everything in between.
Pour Les Femmes
Co-founded by actress Robin Wright, this Pour Les Femmes focuses on beautifully made, ethically conscious sleepwear with global impact. Beautiful as well as caring.
Coucou Intimates
CouCou Intimates is a London-based that brand mixes Parisian minimalism with playful touches in sleep and intimates wear.
Eberjey
A cult US brand blending laid-back luxe with elevated basics. Look out for their linen capsule - so wearable , so comfy and keeps your cool when its hot outside.
Peter Alexander
This Australian sleepwear favourite is now in the UK, known for its bold prints, playful motifs and seasonal collections across luxe cotton, satin and flannel.
Other labels to watch are new kid on the block Daphne, Petite Plume, Hillhouse Home and Lake - all are laidback luxury worth checking out for sleepwear and beyond but so far they don’t have a UK presence so expect shipping fees.
Pyjama dressing is no longer a lazy day indulgence—it’s a lifestyle. Whether you’re checking in at some boutique hotel, running errands, or simply working from the sofa, now’s the time to lean into the lounge look. Slippers optional.