The emergence of the epidemic made people focus on pajamas. Whether sleeping, at home, or going out to deliver takeout, pajamas can be seen everywhere. I believe many people did not expect that the humble pajamas in the past would "beat" many fashion designs and become a popular fashion item in 2020.
Zhao Yu, who loves to dress up, is a "dress blogger" in the eyes of friends. Usually, she will share her clothes on the short video platform, and the wardrobe is also full of clothes of various styles. The appearance of the epidemic has made these versatile and fashionable clothes useless. The red dress originally bought to welcome the New Year can only be "lying" in the corner of the wardrobe. What depresses Zhao Yu most is that in the past, there were few fancy clothes that could be worn as pajamas, and she never worked hard on pajamas. In February 2020, Zhao Yu, who suffered from not wearing pajamas, finally "laid hands on" a set of pajamas with a price of nearly 3,000 yuan. After receiving her pajamas, she was fascinated by the silky touch. "Although it is a little thin, it doesn't feel cold at all, and the drape and luster are very good." Zhao Yu also said that wearing nearly 3,000 yuan silk pajamas at home even made him feel justified in washing his face and putting on light makeup. "At least you have to wear lipstick to be worthy of this price."
During the epidemic, Xiaoya has been living with her husband, daughter and parents. Virgo Xiaoya is a bit of a neat freak. It is almost impossible for her to wear the same pajamas for several days in a row. Especially at the beginning of the outbreak, when everyone was buying masks and hand sanitizers, Xiaoya also bought pajamas. In order to facilitate a family of five to change clothes, she bought 10 sets at one time, and even the merchants asked if there was anything wrong with "hand sliding". Fortunately, the price of each set is not higher than that of 200 yuan, and the material of coral fleece is comfortable and warm, which makes Xiaoya feel at ease about pajamas.
During the months of "staying at home", although the business of the clothing industry was light, the consumption of pajamas stood out. At the same time, people's attitude towards life has also changed, and the sales of casual clothes have increased significantly. According to the data of Ai Media Data Center, comfort, workmanship quality and practicality are the main considerations for China consumers to buy pajamas and home clothes in 2020. Among them, 64.9% consumers consider the comfort of household clothes; 45.5% of consumers consider the quality of work; The proportion of consumers considering practicality is 39.2%.
Figure/Manito official website screenshot
Driven by the "home economy", home clothes have sprung up everywhere, and the demand of consumers is getting higher and higher. In this regard, many brands are competing to adjust their product structure. At the same time, some ready-to-wear brands are also expanding their product lines. ZARA, a Spanish fast fashion brand, launched the first underwear series, Mango, a fashion brand, launched the first sports capsule series, and Dior, a luxury brand, also entered the domestic service market for the first time and launched the "Chez Moi" capsule series.
Figure/Dior official website screenshot
It is reported that the Chez Moi series was completed by Maria Grazia, creative director of Dior Women's Wear, during the epidemic blockade. She uses white and navy blue as the overall color scheme, and some items are decorated in black. In terms of patterns, in addition to the classic diagonal printing of the brand, "sailor style" sweaters, silk pajamas and square towels also adopt special embroidery techniques. In addition to the basic models, this series also includes cloaks, slippers, cotton shorts, rimless underwear and so on. , almost meet all the needs of home clothes.
Nowadays, more and more fashion brands have joined the ranks of "home army", and the epidemic has made people have a new pursuit of fashion. Home style and pajamas style have inadvertently become the fashion trend in 2020, and comfort has also become a fashion keyword.
Editor Jack proofreads Chen Yanyan.