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David Jones adds six new sleepwear brands
25
Nov '13
David Jones Limited (DJS) announced a line up of six new sleepwear brands that they have signed up on a department store exclusive basis. These new brands represent some of the best fun and flirty sleepwear both nationally and internationally and represent a mix of new and renowned collections including: PJ Salvage, Kitten, Deshabille, Papinelle, Sleep ‘N Around and Kachel.

These new brands will cater to the rapidly growing customer demand for fun, fashionable sleepwear that doubles as casual loungewear. Until now, there has been limited choice in Australia for stylish sleepwear that can take customers from the bedroom to the café. The new sleepwear offering at David Jones addresses this issue by providing customers with a wider range of choice.

David Jones General Manager Womenswear Sophie Clark said “We have for some time recognised that there is a large gap in the Australian market for chic loungewear that can be worn beyond the bedroom.

“We have scoured both the local and international markets and handpicked five of the best sleepwear brands that cater to the demand for fun and flirty sleepwear that doubles up as loungewear. We believe these new brands will enable us to capture and capitalise on the growth being experienced in the youth fashion and designer sleepwear market,” Ms Clark said.

THE BRANDS

PJ Salvage

PJ Salvage is a US sleepwear brand with cult status in Hollywood. Gwen Stefani, Felicity Huffman and Jack Osborne have all been spotted wearing their range of fun and flirty pyjamas whilst out and about. PJ Salvage is known for its ability to reinvent basic pyjamas, and elevate them to on trend fashion pieces. As a result the brand has been featured in top US programs such as "Ugly Betty", "Desperate Housewives" and "Grey's Anatomy" to name a few.

Kitten

Kitten is a Melbourne based brand that was created following an unforgettable trip to Tokyo in 2010 fueled by 24/7 karaoke bars, Kawaii girls, Cosplay kids and frantically dressed rock bands. Taking inspiration from the street style of Harajuku, Kitten was designed to add some quirkiness and fun into sleep and loungewear.

The brand’s designs are influenced by street culture with the Kitten design team spending endless hours people watching on the streets, blogs and around the globe..

Deshabille:

Australian designer Roslyn Gleave (who has more than 10 years fashion design experience at iconic Australian brands) is the designer behind the range of sexy loungewear, sleepwear and beachwear offered by Deshabille. Deshabille is a French word that means “casually dressed” and true to name, the brand makes on trend pieces that can be worn at home and beyond.

Designer Roslyn Gleave's vision is to "...fill the clear gap in the market for beautiful yet practical sleepwear and loungewear that moves away from the traditional polka dots and puppy dogs and to offer more sophisticated sleepwear/loungewear that incorporates fashion forward prints."

Roslyn works with a selection of talented artists to create original artworks that are then printed onto luxurious fabrics exclusive to Deshabille. Roslyn explains "....our tops are not only sleep tops they are fashion pieces too. All our tops can be worn out with jeans and skirts giving them added functionality."


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