The best clients of Olivia von Halle or La Perla were the mothers and grandmothers who would happily buy a new silk pyjama set for all the greatest friends, friends, and relatives.In a world that never slowed down, people would reduce sleeping hours first. Sleep and, therefore, sleepwear didn't seem very important before the pandemic. There was one exception. On some red carpet events, it becomes extremely chic to show up in luxurious sleepwear. But was it really a pyjama or more a transformed silk set, an outcry of women that hated the tight Hervé Léger dresses and their uncomfortable Louboutins and were graving for louse silhouettes, in 2011.
The pandemic caused people to look at their pyjamas differently, and suddenly, the pyjama was in the limelight. The sales of sleepwear had an increase of 140%. Olivia von Halle described April 2020 as the peak for her career, increasing sales by 350%. The golden twenties of the pyjamas was about to start. Sleepwear with fluffy feathers at the hems, bright colours, dreamy prints and the option to add initials.
But where to shop the most luxurious and outstanding sleepwear?
Because post-pandemic means finally honouring sleeping hours in a sleep attire that would have made the great Gatsby jealous.