X-Factor: war of the onesies?

The onesie looks like it’s around to stay, if ITV’s talent show The X-Factor is anything to go by.

Last weekend, even veteran judge Louis Walsh was enticed into wearing a green adult babygro made by the Norwegian company Onepiece.

Walsh was mentoring the boy band Union J until they were voted out this week, ahead of the semifinals, and they have become known for wearing onesies on and off the show, including monkey versions made in Britain by The All-In-One Company.

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An explosion of social media activity followed the segment on the programme, in which the Union J boys were shown trying to explain the concept of the onesie to 60-year-old Walsh, with The All-In-One Company joining in on Twitter – even though the onesies featured were from Onepiece – Tweeting, "Absolutely loving @THEXFACTOR tonight !! ❤ onesies !!! Xxxx"

For The All-In-One Company’s founder and director Kate Dawson, there is no conflict with Tweeting about a rival brand.

"There doesn’t seem to be a direct link with sales when onesies are featured on celebrities, but there is a growth in social networking and the sales come from that," she told LI. "The lovely thing is, we’ve never had to push to get the onesies on television: the production companies come to us, for Big Brother, X-Factor, everything…"

The All-In-One Company manufactures its onesies in the UK and has a design-your-own service, and is expecting an influx of Christmas orders following the X-Factor appearances. But there is no rivalry between them and Onepiece, said Dawson.

"No, none at all. They set up at a similar time to us, funnily enough, when onesies were not thought of as very popular. Now they’re everywhere."



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