There was a time when casual wear meant nothing more than slouchy sweats or flannel pajamas. This is no longer the case and today the loungewear category has become the fastest rising within the retail sector.
Luxury Loungewear’s Popularity
So what makes loungewear suddenly so popular? The answer appears to be two-fold. More and more women are working from home and in doing so are not required to wear the suits and skirts reserved for the corporate world. These same women want to work in comfort but still feel the desire to be every bit as sophisticated and well put together as their corporate counterparts. Another factor involved seems to be the economy. Although the restaurant business has seen a serious downturn in patronage, it appears that sales of luxury food items in the USA such as smoked salmon have seen a dramatic increase. This all points to a rise in home entertaining and with this comes a need for some casual wear that is comfortable yet luxurious.
Design Icon: Donna Karan & the Sweater & Cozies
DKNY is a well respected label known for many years to consumers with a taste for the good life. Her designs are based on pieces she felt were missing from her own closet and she is insistent that her line of clothing is flattering to the female form while at the same time being comfortable and easy to wear. Her loungewear collection includes mix-and-match pieces that are constructed from a blend of silk and cashmere, linen or merino wool, making them fabulously easy to wear. Her wildly popular Cozies is a uniquely versatile piece that can be worn over 12 different ways depending upon the occasion with visual directions provided on the DKNY website and in a video below. DKNY was purchased by French luxury conglomerate LVMH in 2001 but Karan herself remains Chief Designer for the label.