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a30 feature
Tuesday 12 May 2020
Quarantine fashion: Buyers ditch PJs for elevated loungewear

BY KELLI KENNEDY unavailable for purchase Obama and Jennifer Law-
MIAMI (AP) — When Los for at least five consecutive rence, created “Stay Home
Angeles-based fashion days. “Retailers are really Robes” using silky remnants
blogger Jacey Duprie fi- pushing it in communica- from couture gowns. The
nally emerged from days tions on Instagram and on $1,280 gold, patterned
in sweats, changing into emails,″ said Krista Corri- robe made from the lining
black jeans, an ankle- gan, an analyst at Edited. of the Narciso Rodriguez
length camel sweater and ``We are just seeing mas- dress that Obama wore to
Gucci loafers, she counted sive, massive spikes from the 2016 State of the Union
it as one of those “very big brands in athleisure and address sold out, along with
victories that used to be loungewear right now.” several others, she said.
small victories.” Matching sweatsuits, espe- Beyond fashion, the trend
Since people have spent cially monochromatic mut- reflects a sense that dai-
weeks stuck in isolation, ed colors like nudes and ly routines once taken
their bodies molded into blush, are trending, as well for granted, like getting
beds and couches with lit- as tie dye and utility trends dressed, also serve an emo-
tle to delineate weekends like dressy sweatpants with tional purpose.
from weekdays, a fashion pockets — a new take on A psychological shift occurs
trend is emerging. Lounge- cargo pants. when we change clothes,
wear is comfy, everyday “The customer is not just said Damsel in Dior blogger
clothing with just a bit of re- buying these for practical Duprie.
finement. Unfussy and mini- use, but also for the pur- “It’s kind of like dress for the
mal, but pulled together pose of looking on trend, job you want. In this case,
enough for a video confer- whether it be for social me- it’s dress for the mood you
ence call with your boss. dia or just because they want to have all day,” she
The trend has tapped into want to feel cute in the said. “Even if you only have
something deeper, reveal- house,” said Corrigan. a few minutes to spare in
ing that even the slightest And it’s not just basics. Cou- the morning ... having that
effort at putting together ture designers, too, are tak- one thing that is a con-
“an outfit” during quaran- ing cues from stylish couch stant in your life can really
tine can provide a mental In this April 5, 2020 photo, Goop fashion director Ali Pew is poses potatoes. offer stability and consis-
boost and a sense of nor- in Los Angeles. Christy Rilling, who has de- tency in a very unstable
malcy. Associated Press signed gowns for Michelle environment.”q
Loungewear had been traditionally wear on vaca-
quietly seeping into main- tion at the beach, but now
stream fashion even before it translates to something
the coronavirus outbreak’s that’s easy to wear around
stay-at-home orders. the house or on an after-
It is similar to athleisurewear, noon walk,” said Pew.
but takes casual comfort Trendy online retailer ASOS
up a notch beyond plat- said sales of its not-so ba-
form sneakers, athletic Ts sic tracksuits in premium
and oversize hoodies. It’s fabrics, special washes
less about sporty separates and with elevated sleeve
and yoga pants. Think re- details are up 200% com-
laxed tailoring, slouchy pared to the same time last
trousers, soft, silky fabrics, year. The brand’s $35 over-
cropped sweatshirts with size joggers have sold out in
something special like a five colors. Cardigans — in
puffed sleeve or floral em- bright colors and neutrals
broidery, or drawstring tas- — are also having a mo-
sels on baggy linen pants. ment, according to a com-
“People are getting a little pany spokesman.
more creative with how At the luxury online retailer
they’re interpreting lounge- Net-a-Porter, lingerie and
wear,” said Goop fashion loungewear had the larg-
director Ali Pew. “They want est sales increase world-
to feel pulled together.” wide of any category be-
The Goop wellness empire, sides beauty products.
run by Gwyneth Paltrow, Track pants were again a
recently advertised a “stay key driver, up more than
home” sale that was heavy 1,300% compared to last
on flowy, maxi dresses in fun year, the company said.
prints by Ulla Johnson and Edited, a retail data com-
Natalie Martin, cozy jump- pany, said tracksuits and
suits with a bit of flair, and matching sweatsuit sell outs
lots of wide-leg culottes. were up 70% in April com-
The company’s own brand, pared to February. And
G. Label, offers clothes for sweatpants were up almost
off hours like weekends 80% in April, the company
and vacations. said. Sell outs are when a In this April 11, 2020 selfie photo by Jacey Duprie wears an outfit she featured in her fashion blog
from her home in Los Angeles.
“It’s something you would product is out of stock and Associated Press