How Luxurious Sleepwear Is
Redefining Stylish Daytime Wear

(From Night to Day) It almost sounds like a dream—outfits as cozy as pajamas and as elegant as cocktail dresses. Luxurious sleepwear has found its way from the bedroom to soirées and from the sheets to lunch. With flowing silk, heavy satin, artful prints, and sophisticated silhouettes, these new nightgowns and pajamas are actually far too beautiful to be worn only when sleeping. They are so comfortable that a spontaneous nap in them would be possible at any time.

Dayjamas, i.e. pajamas that can also be worn during the day, are attracting almost more attention than the sporty, post-pandemic sweat combinations that have become socially acceptable in recent years. They quietly and calmly herald a new era in which uncompromising comfort meets stylish pragmatism.

One brand that specialized in this hybrid fashion back in 2014 is The Sleeper, a company founded in Ukraine by fashion journalists Kate Zubarieva and Asya Varetsa. The idea was born at Christmas time when Zubarieva was dreaming of establishing a pyjama factory—whereupon she suggested to Varetsa that they start a label together. With a starting capital of just US$2,000 and a single seamstress, the duo launched their first collection six months later. Today, The Sleeper is available in over 160 boutiques worldwide. The label is known for its relaxed cuts, which combine a casual, modern aesthetic with fine materials.
“Is this a dress or a robe? Pajamas or a two-piece? We want to create pieces that can be both. A linen coat is equally suitable as a summer coat. And our white silk pajamas can be worn just as well at a wedding,” explains Zubarieva.

The Sleeper has hit a nerve. This is also reflected in the new boom at the traditional Schostal store in Rome: the company has been known for its handmade, extremely classic pajamas since 1870. The waiting lists for the coveted items are now incredibly long. The shirts of the classic pajama sets can be worn as cover-ups by the pool, while the fine pants fit so perfectly that they are not only suitable for hotel rooms but also for art openings.

The bedroom look has also found its way into artistic avant-garde fashion. The South Korean label Kimhekim, for example, showed its “Dreamers” collection in Paris this spring with silky ensembles, pajamaesque two-pieces, and tops made from pillows.

Why is sleepwear so seductive right now? The bedroom has always been a place of retreat—and in particularly turbulent times, pajamas are a symbol of relaxation and escapism. They stand for the freedom to redefine your own dress code. It feels like a daydream that never lets the night end and lends reality a gentle lightness. And there is also a hint of nostalgia: Who doesn’t remember a legendary pajama party or two?

The artist Julian Schnabel also operates in this tradition, always appearing in pajamas at exhibitions and events. Whether this is a sign of infantile eccentricity or a deliberate stance against strict dress codes remains open for interpretation. Nowadays, people are more relaxed about it—partly because the boundaries in fashion are becoming increasingly blurred.

Of course, the elegant pajama creations can still be worn as classic nightwear. But why should style stop at sleep?