To tide testing times, brands need to make loungewear their USP

Brands need to make lounge wear their USP in WFH new normal

With work-from-home becoming the new reality, apparel brands are reinventing loungewear collections to make them more functional and ideal for a virtual work environment. They are also launching new loungewear ranges including matching top and bottom sets, loose pants and well-fitted T-shirts in soft and comfortable fabrics such as linen and cotton.

For seamless transition between occasions

One such collection is being launched is by designer Ritu Kumar under her new brand Label Basics. The collection offers simple and easy to wear dresses, casual bottoms and comfortable co-ordinated sets in soft colors. Ideal for virtual meetings, these clothes are also stylish and long-lasting. Their subdued color palette, relaxed fits and high-quality fabrics enable consumers to transition seamlessly between day and night, says Amrish Kumar, Managing and Creative Director, Ritu Kumar

Another collection is being launched by Biba that includes casual kurtas and bottom wear. Simply styled, the collection focuses more on topwear rather than bottomwear. It targets women in the age group 30-45 and helps them look good and comfortable during the entire day, adds Siddharth Bindra, Managing Director, Biba India.

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Blending comfort with style

Launched in April 2020, Direct-to-consumer (D2C) fashion brands Faballey and Indya’s new collection is inspired by airport fashion. Fusing comfort with style, the collection offers smart co-ords, crop tops and high waist jogger pants in cotton, linen and rayon fabrics," informs Tanvi Malik, Co-founder, FabAlley & Indya.

Owned by Aditya Birla Fashion and Retail (ABFRL), formal wear brands Van Heusen and Peter England have also launched their loungewear ranges comprising kurta sets and lounge pants, relaxed tees made from anti-viral fabrics. Japanese retailer Uniqlo has launched a collection made from patented fabrics like AIRism, EZY-the officewear range launched by the retailer uses a soft and comfortable lining similar to the one used in sweatpants.

Casualization of apparels began much before the pandemic, especially with western wear and activewear. The pandemic extended this trend to ethnicwear with most brands switching to casual dressing style to survive, explains Ankur Bisen, Senior Vice President, Retail and Consumer, Technopak. More than half of ethnic wear sales are generated by brands from their currently non-operational stores. To survive the trying times, brands need to make loungewear their unique selling proposition.