With the likes of Cara Delevingne, Jourdan Dunn, Victoria Beckham and Rihanna all latching onto the daywear pyjama trend, it was only a matter of time before the high street followed suit.
Reporting climbing sales of their more glamorous pyjama sets, high street brand Simply Be have revealed that selected lines are already up 26% compared to last year.
Speaking of the influx of PJ interest, Jenni Bamford for Simply Be said: "Normally at this time of year sales of summer clothing is in full swing and traditionally this is when we sell far fewer sets of pyjamas as the weather is warming up and people are wearing less in bed."
"But this latest trend has completely turned that on its head and we are seeing this out-of-season spike in sales, particularly in our two glamorous satin floral print pyjama sets in a pansy and a rose print, that customers tell us they buy as daywear."
"There are also designs with black lace inserts and in black and pink crushed velvet which are proving popular, with people wearing them as much out of the house, as in."
According to a report, Simply Be revealed that 83% of adults wear something to sleep in.
Pyjamas remain the most popular bed attire, with over four in ten (42%) adults wearing them as nightwear.
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