What are the best-selling nightwear collections of AW17?

From left: Nightwear by Rayville, Gilda & Pearl and Zimmerli of Switzerland.

Leading suppliers of nightwear and loungewear have revealed their best-selling products of the season.

As part of a feature published in the January issue of Lingerie Insight magazine, out this month, brands from Cyberjammies to Zimmerli shared their most popular styles among UK consumers, both online and in store.

Learn about these collections in the descriptions and images below.

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Cyberjammies

AW17 best sellers

The Erin festive floral print pyjama set has been our best seller overall, closely followed by our Clara Swan print pyjama set. This was our most press-worthy piece and was picked up by major magazines and online publications.

Why did they sell well?

The Erin print pyjama set combines a number of the key elements that help to make our collections so successful. Printed on our best-selling cotton modal twill fabric, it is soft and comfortable, but not too thick. The print is pretty, festive and fresh, which has really helped to propel sales forward. Clara, made with the same fabric, has a really striking swan print on a black base.

–  Cyberjammies brand director, Mark Tweed

DKNY

AW17 best sellers

The updates to our collection favourites of flannel and fleece pyjamas have proved popular and we’ve seen amazing sell-throughs. In terms of best-sellers, the new continuity logo jogger lounge set received an unbelievable reaction, selling out within weeks of the launch. The beautiful shell velour styles were equally well received, again selling out.

Why did they sell well?

I believe they have been so popular because ‘loungewear’ is really trending at the moment and both of these silhouettes offer comfort as well as style. The logo jogger set is a cotton/jersey classic cuffed leg pant, with rib detail and logo drawstrings. There is also a prominent DKNY logo across the front of the jumper, which keeps the set relevant and on brand.

Nicola Everley, brand manager, Intimates Lingerie

DKNY

 

Eberjey

AW17 best seller

The Petunia chemise in Roan Rouge. It is made from a modal jersey and features a seamed under-bust support panel.

Why did it sell well?

This style is contemporary, with stunning lace details, whilst still offering the support and comfort that Eberjey is known for.

– Nicky Clayton, sales manager, Philippa Bradley Agencies

The Petunia chemise in Roan Rouge.

The Petunia chemise in Roan Rouge.

Gilda & Pearl

AW17 best sellers

The Gina nightwear range in emerald has been a best-seller, along with our Diana marabou range in boudoir rose. Gina consists of bias-cut silk separates to mix and match, edged in Leavers lace, while the Diana silk pieces are edged in a soft and full marabou trim.

Why did they sell well?

For Gina, the fit is incredible and the lace so intricate. The emerald colour pop was so eye catching and unusual. For Diana, it’s that fun and flirty aesthetic.

– Diane Houston, founder, Gilda & Pearl

The Gina nightwear range in emerald.

The Gina nightwear range in emerald was a best-seller for Gilda & Pearl.

Hanro

AW17 best seller

The Estelle nightwear range. The collection is made from a luxurious blend of micro-modal and silk and adorned with a delicate jacquardtronic lace.

Why did it sell well?

Estelle styles are the ideal combination of comfort and beautiful decoration. The unique blend of micro-modal and silk feels super-fine on the skin, gently caresses the body and has a beautiful yet subtle shine, but is still practical.

– Nina Rehmann, communication manager, Hanro

The Estelle nightwear range.

The Estelle nightwear range was a best-seller for Hanro.

Laurence Tavernier

AW17 best seller

The City Pyjama, a tailored set featuring Leavers lace on the pocket and cuff.

Why did it sell well?

Laurence Tavernier is best known for beautiful tailored cotton pyjamas and this style is the epitome of that. The added detail of the Leavers lace gave that extra level of sophistication.

– Nicky Clayton, sales manager, Philippa Bradley Agencies

The City Pyjama.

The City Pyjama from Laurence Tavernier.

Rayville

AW17 best seller

The Debbie pyjama set in pencil stripe blue/pink. Rayville is all about developing garments that are go-to favourites when it’s time to get dressed to unwind.

Why did it sell well?

Customers love the quality of the cotton and the fit.

– Emma Chapman, sales director, F1-Generation

Rayville

The Debbie pyjama set from Rayville, featuring a pencil strip in blue/pink.

Violet & Wren

AW17 best sellers

Our Absinthe print has been our best seller, with our Absinthe pyjamas and turban both selling through.  Cut in soft silk satin, our pyjamas exude luxury and timeless elegance. The clean, simple styling allows for wearing as both nightwear and as day wear. Our turban, which has been a firm favourite with our online customers for a while now, is fully reversible, with a beautiful contrast stripe silk satin lining.

Why did they sell well?

Pyjama dressing is still a strong trend, which has definitely supported sales. But the strong, bold jewel green tones of the Absinthe print made this an instant favourite. Turbans have seen a revival on the catwalks in the last couple of seasons, which has helped, along with the trend towards self-care, as customers look for products which make them look and feel their best.

– Helen Pollington, co-founder and creative director, Violet & Wren

Yawn

AW17 best seller

Yawn’s classic pyjama sets. Each pair of Yawn pyjamas is made for maximum comfort, with a loose cut and bespoke fabrics for a super-luxurious feel.

Why did they sell well?

Customers have often praised the quality of our fabrics this year. Sleeping is a personal thing and women need different weights, styles and flexibility to suit their busy lifestyles. This is why we landed on creating pyjamas in Yawn’s cosy cotton twill, year-round cotton satin and chambray for complete comfort.

– Alice Whiteley, founder and managing director, Yawn
 Yawn

 Zimmerli of Switzerland

AW17 best sellers

Our best-sellers were our Sea Island cotton nightwear range, pure silk teddy and gent’s pyjama range.

Why did they sell well?

Sea Island cotton is one of the most exquisite cottons and almost feels like silk on the skin, and the teddy is a newcomer to the collection – that’s why it was of great interest to the customers. The gent’s pyjama is a classic that our male customer has been happy with for a long time and continues to sell well.

Alina Mona Lüscher, brand communications assistant, Zimmerli

The Sea Island cotton nightwear range from Zimmerli

The Sea Island cotton nightwear range from Zimmerli.

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