This New Zealand Label Is Making it Acceptable to Wear Your (Designer) Pyjamas in Public
Willa & Mae's new collection is designed to take you from dusk to dawn to dusk again.
Some days you feel like putting together a vaguely cohesive outfit and getting dressed to leave the house; others, not so much. If you're more familiar with the latter, let us introduce you to Willa & Mae, the New Zealand label that's attempting to make it acceptable to wear your pyjamas in public. Well, your designer pyjamas, anyway.
This winter, the sleepwear-turned-lifestyle label makes its foray into Australia with ultra comfortable, effortlessly elegant pieces that are designed to be worn out of the house. Having landed in Australia in February, Willa & Mae's winter 2017 collection is available to purchase from March 31, and fundamentally functions as your new excuse to wear PJs in public and not look like a grub.
Creative director Jane Mow brings her background in menswear tailoring and styling to the brand, creating an androgynous line of highly elegant jammies. Navy, cherry and suiting stripes take shape in the old-world style of men's silk pyjamas, while long slip dresses, buttery camisoles and billowing robes recall the halcyon days of elegant women's loungewear. As piping, notched collars and cuffs evoke a certain masculinity, the luxurious silk satins maintain sensual femininity.
The foundation of Willa & Mae lies within "taking opposing ideas and asking them to play together" – like wearing your sleepwear out of the house, and still looking great. The label is guided by the unexpected through materials and patterns used, and the way its styles not only suit the bedroom, but also a night out. There's a Dr Jekyll and Mr Hyde relationship happening; on the one hand you have the sharp, feisty trendsetter Willa, and, on the other, there's Mae, keeping things grounded as the elegant, subdued yin to Willa's yang.
Willa & Mae's price point may sit a bit high for your pyjama budget — between $300 and $700 — but the dawn-to-dusk-to-dawn versatility, quality silks and promised longevity means that, arguably, you don't ever need to wear anything else. And if you need one last nudge to jump on this pyjamas-in-public bandwagon, everything is made locally and ethically. Tick, tick and tick.
Willa & Mae's winter 2017 collection is available online from March 31. Shop the collection here.
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