Brands like Target and ASOS are doubling down on the pajama-inspired ‘day gown’ as Americans stuck home look to elevate their leisurewear

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Retailers like ASOS, Target, and Everlane are capitalizing on the rise of flowing, ethereal frocks, thanks to the emergence of a new trend in leisurewear amid the pandemic — the day gown.
“This idea draws parallels with that of a 1940s-style house dress yet modernized with easy-to-wash fabrics,” Kayla Marci, marketing analyst at retail data analytics firm Edited, told Business Insider. “Think last year’s ‘throw it on’ style dresses, popularized by Zara, but with a whimsical update.”
According to Edited data, sellout rates for midi dresses have increased by 126% this year compared to last, while items that incorporate smocking — a loose, flowing style made popular among laborers in 18th century England —are up 57%.

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As the US rapidly approaches its sixth month of the coronavirus outbreak, the pandemic is ushering in a new era of leisurewear for housebound Americans — nap dresses and day gowns. 

Suddenly, ethereal pajama-inspired gowns are everywhere, from sponsored posts on Instagram to the debut music video from Taylor Swift’s new surprise album. The spaces formerly dominated by leggings and matching tie-dye sweatsuits have moved aside to allow for the influx of these flowy frocks, providing a slightly more elevated look for those working from home than bike shorts and old t-shirts. 

Most importantly, they manage to do all of this without skimping on comfort, which, in the middle of a seemingly never-ending pandemic, is all Americans truly want. According to a report by the consumer intelligence platform CivicScience, an estimated 20% of adults said they’ve purchased leisurewear since the start of the outbreak.

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Now, experts say its time to make space in your closet, because day gowns may just become the next leggings.

The rise of the pandemic house dress

While I don’t personally own a day gown (yet), I was lucky to be gifted a vintage, white silk robe early in the pandemic which has a similar effect. I like to think of myself as a glamorous widow while wearing it, which for some reason provides a sense of escapism I need in these trying times. 

Still, I feel a strong urge to buy a day gown, and it turns out I’m not alone.

Writer Rachel Syme was the first to acknowledge the ubiquity of these dresses, after purchasing one of her own in a fit of pandemic-related insomnia. In a piece for the New Yorker this week, she wrote that beyond the flurry of sponsored posts clogging her feed, she was most intrigued by the name of one particular item — the “Nap Dress” — sold by a company called Hill House Home. 

“One could theoretically wear a Nap Dress to bed, but it is decidedly not a nightgown … it suggests a cheeky indulgence for one’s body, and a childlike return to waking up bleary-eyed hours before dinner,” Syme writes. 

According to Kayla Marci, marketing analyst at retail data analytics firm Edited, the rise of the day gown is “perfectly timed as we hit the height of summer,” not just for its …read more

Source:: Business Insider

      

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