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There’s day-to-night dressing, then there’s night-to-day dressing.

Once considered an at-home indulgence, pajamas have taken center stage in street style this season, reflecting how the boundaries between loungewear and fashion have evolved into stylish comfort over the years. Boxers are now peeking out from tailored blazers on city sidewalks, while breezy linen pajama sets have migrated from bedroom to brunch with surprising ease.

On the runway, designers like Michael Kors, Miu Miu and The Row have helped popularize the “bed core” aesthetic, elevating slipdresses, robes and pajamas with jackets and different accessories. Celebrities such as Kendall Jenner and Bella Hadid have also embraced pajama dressing, taking the trend to a new level of fame in 2025. Meanwhile, brands like Quince, MagicLinen, Cou Cou Intimates and Deiji Studios have created linen and poplin sets that can easily transition from home to public settings.

“There are so many ways to experiment with it and make it your own, it can be fun, relaxed, smart, casual, for day and for evening,” stylist Holly White, who’s collaborated with Milly Alcock and Naomie Harris, told WWD. “I am all for it, I own a few pieces myself,” said stylist Fabio Immediato, who’s worked with actors Joseph Quinn, Bella Ramsey and Sarah Paulson, among others. “It is clean, simple and easy to recreate on a budget, too.”

From Jasmine Caccamo’s perspective, who works with former American soccer star and Olympic gold medalist Alex Morgan, the trend was initially jarring. “At first, I thought we’d all just collectively given up, but then I realized: No, this isn’t giving up, it’s strategic, it’s polished dishevelment. It’s ‘I could change, but do I need to?’” 

“Comfort staged a full-on coup,” Caccamo said of the pajama trend. “We’ve reached the era where ‘elevated loungewear’ is no longer a contradiction; it’s really a lifestyle. Day-jamas deliver that sweet spot between nap-ready and Instagram-worthy, and people just want effortless ease without sacrificing aesthetic clout. Plus, the nostalgia wave is strong; silky vintage PJ sets, Hugh Hefner-chic robes, and slouchy twinsets are giving us a glamorously lazy throwback we didn’t know we needed.”

Pajama dressing dates back to the 2010s, when new brands like Sleeper, launched in 2014 by former fashion editors Kate Zubarieva and Asya Varetsa, gained popularity among fashion insiders for their silk pajamas designed to be worn both indoors and outdoors. Sleeper’s unique approach was to create elegant, comfortable sleepwear using natural fabrics that could crossover into everyday wardrobes, blurring the line between pajamas and ready-to-wear fashion.

Sleeper quickly gained attention with its luxurious yet practical designs and became a favorite among celebrities and influencers, including Rihanna and Emily Ratajkowski. The brand was then credited with popularizing the concept of “walking sleepwear.”

Another prominent luxury pajama brand that contributed to this trend was Olivia von Halle, which also launched in the early 2010s and attracted fans such as Victoria Beckham and Kate Moss. High-end designers like Marc Jacobs, Prada, Dolce & Gabbana and Fendi incorporated pajama-inspired looks into their collections, further cementing silk pajama sets as a fashion statement beyond the bedroom.

Public figures and influencers have embraced the trend by wearing pajamas at high-profile events, such as Jenna Lyons at the 2015 Met Gala, and celebrities like Rihanna have rocked feather-trimmed pajama robes. This movement transformed luxurious pajamas into versatile loungewear and streetwear staples, showcasing comfort combined with high fashion.

At the height of the COVID-19 pandemic, the lines between sleepwear and daywear blurred even further. As millions worked from home, fashion pivoted to comfortable styles. In October 2020, WWD reported that spending on sleepwear increased by 2 percent year-to-date through September 2020, gaining a share point thanks to an uptick in women’s sleepwear, according to The NPD Group’s consumer data.

“Though sleepwear was in the works prior to 2020 and COVID-19, it happens to be really timely right now as the boundaries between our home and ‘outside’ lives have blurred,” Eileen Fisher, founder of her namesake brand, told WWD. “Even if we aren’t slowing down while at home, at least we can be comfortable and put together.”

Despite a return to in-person meetings, greetings and gatherings, a more casual approach to fashion sustained itself. Instead of joggers and athleisure, day-jamas were on the rise.

How to Style Pajamas for Everyday Wear

The look “should feel chic and polished rather than like you just rolled out of bed,” White said. “For me, I’d keep the color scheme muted — khaki, burgundy, navy, camel — monochrome or striped.”

For Immediato, the stylist recommends dissecting the trend, choosing elements that work well for both recreation and office attire. “Pick the strongest pajama item and build the look around it and try to keep it in the same color shade,” he said, adding that the wearer should prioritize “silk, some cottons” for a desired look, taking inspiration from labels like Dolce & Gabbana, Ami and Officine Générale.

White took Immediato’s styling advice even further, saying, “fabric and accessories are key, to elevate this look and take it from bedroom to boardroom.” For accessories, White recommended to “add a cute ballet flat or kitten heel and chunky gold necklace or cuff.” The stylist also suggested her “go-to brands” Olivia Von Halle, With Nothing Underneath and Sleeper for styling the trend.