Asceno: Pajamas By Day

Traditionally, womenswear has been fitted, confining, and somewhat uncomfortable (think pencil skirts, tailored blouses, and some form of tedious hosiery). Fortunately, with the emergence of the loungewear trend, women are taking comfort into their own hands and transitioning cozy sleepwear into daywear and even formalwear. From the runways and red carpets of Fashion Week to Instagram and magazines, celebrities have been spotted confidently sporting stylish loungewear during waking hours.

Selena Gomez recently dazzled paparazzi on the city streets of Paris with red pumps, a bold lip, and a navy blue pair of structured pajamas, while Sarah Jessica Parker stepped out in her native city of New York in a bright yellow, patterned silky pajama pants set. Kate Moss rocked the red carpets of Fashion Week adorned in a pastel, pajama-style outfit, robe-inspired coat, and elegant Jimmy Choos. There is simply something to be said for a woman who radiates confidence and comfort in her own skin, and what better way to feel equal parts comfortable, stylish, and sexy than by transitioning your sleepwear into your daytime or nighttime ensemble.

Although it may seem intimidating, initially, to take your pajamas beyond the bedroom, just about anyone can pull off this versatile trend, as there are a multitude of stylish ways to do so. For those who want to ease into the pajama style, begin with a more casual, daytime look. Pick out a matching pair of long pajamas with a fun print and style them with a pair of casual sneakers and oversized sunglasses. As you become more comfortable stepping out in your PJs, begin to play around with textures, prints, and accessories like strappy stilettos and an undone updo.

Understandably, it may be a bit difficult choosing the right pajamas to wear out by day or to an evening affair. Will they look too messy? Too revealing? Will they be stylish and comfortable? Fortunately, we found a brand that takes the guesswork out of picking the perfect PJs. London-based luxury sleepwear brand, Asceno, has effortlessly blurred the lines between loungewear and streetwear with a complete collection of luxurious pajamas that caters to fashion-minded consumers across the globe. Their extensive selection of styles, prints, and high-end materials are designed for the global fashionista who will not sacrifice effortless comfort for style—seen on celebrities such as Rita Ora, Kate Hudson, Lucy Williams, and Cate Blanchett, to name a few. 

In 2013, best friends-turned-business partners Poppy Sexton-Wainwright and Lauren Leask founded the London-based brand Asceno with a drive to create chic yet effortless styles as comfortable and functional as they are sleek and sophisticated. The brand was born from the duo’s love of travel and their desire to do so in comfortable, yet put-together fashion. With a shared tomboyish style, Asceno’s founders were inspired by the laid-back fashions of the ‘90s, which they incorporate in their timeless line of luxury loungewear.

“Initially, we wanted to create effortless, luxurious pieces that would make any woman wearing them feel confident, it felt natural to start with silk pajamas…” said Sexton-Wainwright. “Now as the product range has developed and grown, at heart of everything we design in the idea that the pieces can take you through every part of your day and life.”

Trademarks of the Asceno aesthetic include bold, unexpected color, vibrant stripe patterns, and exotic prints. This season, the brand debuted several new comfy and creative luxe styles—one of our favorites being the Berry Dot Tailored Suit. While this ensemble may sound and even appear rather sophisticated, it is essentially comprised of purposefully put together pajama pieces, making it that much more appealing. 

“The AW18 collection took inspiration from our travels in South Africa, which is where Lauren grew up,” Sexton-Wainwright explained. “New shapes include the tailored straight legged silk pant and the double breasted silk jacket. These worn with a slide in the evening make us want to mix a gin and tonic and look out over the plains of Africa. Our AW18 shoot was shot at Lauren’s home in the Munyawana Game Reserve.”

Another trending style this season is the skinny stripe pattern. Find these on-trend stripes in Asceno’s new collection on everything from oversized sleep shirts to robes, pajama sets, and even trousers. As with most of the brand’s pieces, many of the skinny striped items can double as both sleepwear and daywear. Slip into one of the sleepshirts in the comfort of your home, or pair them with skinny jeans and slides for a daytime outing.

In addition to their vast collection of luxury loungewear, Asceno also offers custom monogramming, beachwear and a wide variety of indulgent accessories including silk eye masks. As celebrities and fashion-forward women around the globe continue to enjoy comfort coupled with luxurious style, we anticipate the loungewear trend will hold strong for the foreseeable future.