Dec 8, 2020
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Loungewear is key Xmas trend, House of Fraser launches special collection

Dec 8, 2020

In the year that loungewear became a massive trend, it seems that the category is also affecting party season fashion choices and a new report said consumers are swapping to cosy comfort in place of glamour this year. Meanwhile, House of Fraser has launched a collection with just that trend in mind.

House of Fraser

Fashion, beauty and design search platform Stylight said “the pandemic has affected all fashion this year, and festive looks are no exception. Since celebrating will be done within our own four walls, the outfits we’re picking reflect the new normal too: home celebration means less glam and more comfort”.

That said, there’s still an element of glam. Department store chain House of Fraser’s launch of its ‘In-In Collection’ is all about “encouraging people to get dressed up in the comfort of their own homes as we move into a festive party season like no other”.

The company said its online searches for loungewear sets have increased by 124% just in the last 12 months so it has launched a new 44-piece collection, “providing comfortable and stylish loungewear, designed to be worn with flashy jewellery and statement heels to create the illusion of outwear”.

The pieces retail from £18 up to £627 and come in sizes 2 to18.

Included are satin chemises, velvet robes and its star piece, the Dress-In Gown. The £60 item comes in a “soft towel fabric, sporting elegant bell sleeves and a lavish train. [It] is designed to look glamorous and feel cosy”.

Back with the Skylight report, festive-themed pyjamas “are the new party dress”, it said, with clicks on the former rising 52% as the latter falls 77%. Its users have also “swapped out high heels (-42%) for furry slippers (+74%)” and it said “the silk robe is the laid-back glam staple of the season”. Last year, the blazer dress was big, but clicks are down 71% this year with silk robes rising 31% in its place.

In fact soft silks are big news generally and the slit silk skirt is up 40% this year while mini skirts have dropped 44% (although this could change as designers are heavily backing minis for 2021).

Stylight also said sequin dress clicks are down 83% while silk or satin slip dresses are experiencing a 24% growth in interest.

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