"With off-duty models and executives preferring garments that are as elegant and versatile, loungewear is gaining traction owing to the comfort they provide on a long-haul flight. With loungewear getting a makeover and the luxury treatment – tailored jogging bottoms at Céline and Chloé, and tracksuits rendered in cashmere by the likes of Brunello Cucinelli, The Elder Statesman and Olivia von Halle, the dynamics seem to be changing for the segment."
With off-duty models and executives preferring garments that are as elegant and versatile, loungewear is gaining traction owing to the comfort they provide on a long-haul flight.
With loungewear getting a makeover and the luxury treatment – tailored jogging bottoms at Céline and Chloé, and tracksuits rendered in cashmere by the likes of Brunello Cucinelli, The Elder Statesman and Olivia von Halle, the dynamics seem to be changing for the segment. Vetements even featured a velour version in its Spring/Summer 2017 show, created in collaboration with Juicy Couture, one of the first brands to position the tracksuit as a fashion piece. According to Helen David, chief merchant, Harrods, there has been a rise in the parka, the bomber, and jean jacket and trainers worn with everything, unlike earlier. Silk drawstring pants have been a hit at Chloé and gym staple Champion pants have become street style stars.
Transformation on its way
Going by the immense popularity, retailers are experimenting with designs. At Harrods, cashmere joggers continue to be best-sellers at both ends of the scale. While Matches registered 300 per cent spike in the sales of sweatpants. Likewise, Selfridges, which launched a dedicated space for lingerie, nightwear, activewear and loungewear in April this year, has seen sales of premium loungewear grow 30 per cent year-on-year, while sales of cashmere loungewear pieces have doubled.
Brands too are harnessing the benefits. Two weeks after launching a cashmere tracksuit collection on Net-a-Porter, luxury nightwear brand Olivia von Halle sold 85 per cent of its stock. Von Halle thinks that true luxury is now much quieter and more refined.
Redefining comfort
Andrea Karg, Creative Director of Munich-based Allude Cashmere, for whom loungewear now drives 40 per cent of womenswear sales believes it’s a lifestyle choice; a statement that one is practical and busy, but beautiful and extravagant at the same time. Indeed, loungewear aligns with consumers’ increasing preference for wellbeing-enhancing experiences. Cashmere tracksuits and sweatshirts are part of this — they are luxury products that make life easier.
This immense growth is the result of varied lifestyle of the modern consumer, who expects clothing to be comfortable and versatile enough to accommodate her hectic schedule, without compromising on style. Brands have developed ranges that are for the modern woman’s life, whether she’s at home, running off to the gym, travelling, on a plane, working — these kinds of brands and items work across purposes.
Global travel growth boost segment
The growth of global travel has catapulted the luxury loungewear category, with products like cashmere tracksuits and tailored sweat pants offering consumers a way to be both comfortable and chic on a long-haul flight. The growing importance of social media also has a role to play in this growth journey. With social media, people’s live is under scanner — 24 hours a day — so they want to look good all the time be it travelling, hanging out and having breakfast.
