Apparel Online India Magazine August 2nd Issue 2018 | Page 37

FASHION BUSINESS
demand is swelling every quarter.
India is known for its varied climatic
conditions, ranging from tropical in
the south to temperate and alpine in
the north, which at the onset, posed
as a challenge for the sleepwear
industry. A pragmatic approach led
to the realisation that the fabric
options available in the market were
not in accordance with the Indian
climate, and hence unsuitable for
Indian skin or a good night’s sleep.
Sleep is expanding and merging into
a more dynamic category that can
be worn and styled in multiple ways,
depending upon the varied needs and
interests of the diversified consumer
base today. The overdominance of
digital technology directly impacts
this category, as more and more
consumers opt for relaxation and
leisure time indoors, while craving
for the freedom of being able to run
errands, if required, uninterrupted
by what they are wearing.
Furthermore, the spike in health-
and fitness-related activities offers a
bonus for more silhouettes that serve
the yoga and activewear segment.
It is no surprise that the domestic
market has been facing issues
related to sizing, in the past. A key
area that needs redressal is India
specific sizing.
Kolkata-based nightwear brand clts
(an acronym for Cute Little Things),
works on Indian body shapes and
provides sizes that range from XS
to XL. Its’ in-house design team and
in-house fabric department, allow it
to ensure 100 per cent quality along
with enough legroom to experiment.
Transitional sleep: Versatile loungewear pieces that work for both day and night | Oysho, clts, Oysho
They have also invested in the model
of combo’s to provide an edge over
other nightwear labels available in
the country today.
Mitesh Baheti of clts said, “We
provide a combo of T-shirts, shorts,
pyjamas and capris which feature
as separates that can be used for
twinning and mix-matching.”,He
further added, “The idea came
up because India is a seasonal
country, people are not used to
casually spending on loungewear
as it is still a growing niche
within the industry, something
that has started to gain popularity
in the last 2-3 years. The Indian
consumer is price- sensitive, so
this combo acts as a complete set
that covers 365 days, where the
user is free to style basics any way
he/she wants.”
VERY VELOUR
There is a shift towards effortless
glamour – pieces that are luxurious
but at the same time, comfortable.
Velvet continues to be a popular
trend for the upcoming season,
owing to its luxe and opulent
characteristics.
Very Velour: Opulent materials such as velvet are big owing to their luxe qualities
Velvet two-pieces or velour tracks
in jewel tones, and also millennial
pink will add an element of interest
to classic silhouettes. Owing to their
opulent quality, velvet pieces also
double up as chic loungewear pieces,
translating as perfect day-to-night
items.
LACE LIFT
Pieces that explore the sensuality
and transparency of lace
embroidered over sleek silks, soft
tulles and sheer surfaces are making
a comeback.
Consumers are willing to invest in
sleepwear, opening an entire new
arena for those actively looking to
enter the market. Today, sleepwear
is about quality fabrics matched
with contemporary styles and prints,
offering versatility.
Modern, textured motifs
representing florals are translated
over fine laces in a dreamy palette of
pastel shades and classic blacks and
whites that accentuate the delicacy
of the female form.
TRANSITIONAL SLEEP
Sleep is becoming transitional;
versatile pieces that translate as
day-to-night time pieces or those that
double up as loungewear continue to
be a big trend.
“Boundaries between day and
night, and indoor and outdoor are
becoming more fluid. Sleepwear
and loungewear are merging into
a new livingwear category that
can be worn and styled in multi-
functional ways,” Nina Rehmann,
PR and Communication Manager,
Hanro concluded.
Lace lift: Oysho, Papillon, Bwitch
“Depending on the styles, I usually
use lace to accentuate the collars,
the entire button line and the
pockets… Like on satin, I put it
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