Demand for loungewear remains high as shoppers continue to prioritise comfort

Schiesser SS23

If you thought the appetite for stretchy waistbands disappeared with covid restrictions, you are very much mistaken. According to research by Parisian trend forecaster Promostyl, loungewear is very much still in demand.  

It data shows loungewear-inspired pieces were up by 12 per cent in fashion collections for AW22 while 61 per cent of female shoppers are allocating more budget to such garments. “The loungewear trend has been driven by the rise of working from home and the number of people who took up fitness activities such as yoga over lockdown and have continued to enjoy them,” said artistic director Sebastian Renault, discussing the trend on stage at Pure London.

Sebastian Renault at Pure London

However, there is a move away from the loungewear consumers were wearing in lockdown to smarter pieces that can be worn outside. “Consumers are mixing loungewear with sportswear and more formal pieces to create comfortable outfits that still look chic,” he added. “There is a casualisation of the dress codes.”

Tracksuits are being updated with more tailored details such as darts, tapered legs and more structured waistbands. Soft, seamless underwear and “pillow slippers” made from rubber are the perfect accompaniment. Natural fibres, organic cotton and soft ribbed knits imbue this timeless look with sustainable credentials. “Comfort is the backbone of fashion now,” added Renault.