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The Best Pyjama Brands To Have On Your Radar
Nightwear that's actually worth investing in, from the brands that do it best.
There’s a lot of stuff out there, and not all fashion pieces are created equal. Luckily, the ELLE editors know their way around a shopping rail, and when it comes to helping you find those niche brands worth knowing to high-street hits of quality, and a few vintage treasures too, our ELLE Edits showcase the very best of the season.
It's hard to believe that pyjama brands weren't even a 'thing' ten years ago. Before dedicated collections started popping up to satisfy our demand for luxe lounging options, sleepwear was seen as an addition to lingerie, lifestyle or clothing lines – an insignificant adjunct. But given that the average person spends a third of their lifetime snoozing, we reckon it's about time everyone started dressing for the occasion.
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There are a few OG pyjama pioneers at whose altar we'll always worship. Olivia von Halle first debuted her piped satin sets in 2011, and Selena Gomez, Sophie Turner, Gwyneth Paltrow and Rita Ora soon proved they were far too good to hide at home. Three years later, Desmond & Dempsey popped up with a totally different focus: breathable cottons, bold prints and a focus on slow Sunday mornings. By 2017, Sleeper's cult feather-trimmed 'party' pyjamas had been born, and suddenly the restrictive LBD looked a lot less appealing.
Even if you're not ready to don heels and PJs just yet, you really should consider upgrading the old Leavers T-shirt you take to bed. Luckily, we're spoilt for choice in 2025 – from the good old-fashioned nightie and '90s pointelle-knit sets to directional linen and silk options, there's something for every kind of sleeper out there.
The Pyjama Brands To Know Now
Stripe & Stare
Stripe & Stare is best known for its cutesy days-of-the-week knickers, but has recently expanded into lounge and sleepwear lines – all made from the same eco-friendly, bio-degradable micro-modal and cut with comfort as the number-one priority.
Having collaborated with the likes of LoveShackFancy, Debute and Camille Charriere previously, Stripe & Stare is back with a Rixo sleepwear capsule – we love the pointelle-knit and heart-print pyjama sets, and the leopard-print bodysuit that doubles as a 'going out' top is a collection highlight.
Sleeper
Ukrainian brand Sleeper is best known for its cult 'party' pyjamas: the feather-trimmed set that spawned a thousand high street dupes and changed the partywear landscape forever.
The brand has since expanded to breezy summer dresses and jersey tracksuits, but it's these particular PJs – which look just as good with heels as they do with slippers – that remain a best seller. The signature trims are a little impractical, we’ll admit, but the beauty of the OG pair is that you can detach them when washing (another reason why they’re well worth the investment).
If Only If Nightwear
Loved by Lena Dunham, Pandora Sykes, Rosie Huntington-Whiteley and Lucy Williams, If Only If Nightwear is known for its romantic, ruffle-trimmed nightgowns with an unabashedly feminine, Pre-Raphaelite vibe.The label's roomy pieces are both breastfeeding- and pregnancy-friendly, chiming perfectly with its focus on motherhood. The brand wins extra points for inclusive sizing (UK 6-24) and its small, waste-minimising production lines. Having made its mark with ethereal cotton-poplin, the brand has since expanded to include sumptuous brushed cotton, tartan flannel and silk-satin fabrics in its core line.
SKIMS
Kim Kardashian's Skims has gone from strength to strength since it launched back in 2018. Starting off as an inclusive shapewear brand, it quickly graduated to become an apparel giant – the business is now estimated to be worth four billion dollars.
Kim has proved she can do both basic sleepwear (simple jersey sets are a mainstay) and luxe loungewear (the stretch-boucle Cosy collection was an instant sell-out). But a recent collaboration with Dolce & Gabbana saw Skims' best sleepwear drop to date: think floor-sweeping robes, louche wide-leg satin pants and logo-stamped tanks all adorned with the Italian houses's signature leopard print.
Chelsea Peers
Chelsea Peers only launched in 2012, but it's already become synonymous with sleepwear in the UK. Perhaps because, unlike most pyjama brands, the West London-based label doesn't just focus on womenswear but menswear and kids, too. Or, perhaps it was the cute Christmas campaigns of families wearing matching tartan PJs (which spawned hundreds of high street copycats) that did it.
At first centring around classic button-through pyjamas in its hand-drawn prints, now Chelsea Peers has become a bit of a one-stop shop for sleepwear. You can buy lace-trimmed chemises, ruffled satin sets, bridal pyjamas, as well as dressing gowns, slippers and bedding in 2025.
Olivia Von Halle
Olivia Von Halle might just have reinvented the nightwear game when she launched her namesake brand back in 2011. The ultimate investment, her ultra-luxe pyjama sets have been on every fashion editor's wishlist ever since.
The brand's signature jewel-toned palettes, sumptuous silk-satins, mother of pearl buttons and velvet piping are the definition of luxury. Invest now, and love forever.
Smock London
Smock London was launched in 2019 with a view to create one-of-a-kind, hand-smocked dresses for women and girls. We love a good nightie here at ELLE UK, so when the label launched nightwear last year we were thrilled.
If you want to indulge a bit of Victoriana fantasy at bedtime with pintucks, poplin, ruffled trims and Peter Pan collars, these nightgowns will tick every box. They're made from the crispest cotton and finished with the brand's signature contrast colour smocking. They come in Mini Me sizes, too.
M&S X Olivia Von Halle
The Queen of nightwear, Olivia Von Halle has niced those who don't have circa £700 to spend on pyjamas by teaming up with high street favourite Marks & Spencer. The collection is reminiscent of the designer's most-loved pieces but, by swapping silk for a viscose satin alternative, prices hover around the £50 mark.
The 10-piece lineup comprises sumptuous Kimono-inspired robes, oversized nightshirts and piped button-through pyjama sets in Halle's famous prints. Her signature bold stripes feature, as well as a cat print inspired by Halle's panther motif, and striking lilac and blush florals.
Cou Cou Intimates
Sometimes, a simple concept, executed perfectly, is all you need to send a burgeoning brand stratospheric. The proof? Cou Cou Intimates, the brand taking nostalgic pointelle-knit undies from cute to cool (sexy, even) and racking up fans such as Kylie Jenner, Bella Hadid and Hailey Bieber in the process.
The label is all for comfort and consciousness: each piece is made from 100% certified-organic cotton, which is both breathable and biodegradable. The design team started small with lace-trimmed slips, camisoles and brief sets, but has recently ramped things up sultry balconette bras, ruffle trimmed thongs and high-cut bodysuits.
Damson Madder
Damson Madder is the British brand every woman wants a piece of in 2025. Its affordable ready-to-wear line taps into the playful side of British fashion (bye, beige blazers) and its recently-launched sleepwear section matches this eclecticism. No stone is left unturned when it comes to detailing at Damson Madder: we're talking oversized peter pan and pilgrim collars, ruffled trims, bow embellishments, hand-drawn prints and co-ordinating sleep masks to match.
Peachaus
Before launching Peachaus, Gillian Ridley Whittle spanned a 25-year career in the fashion industry, both in Australia and the UK, including a decade-long stint at M&S and a gig as Topshop's Fashion Director.
Then, in 2022, the CEO decided to slow things down and launch her own ethical – the team only work with gold standard factories – and sustainable – with a 6-8 week production schedule and organic cotton, bamboo, recycled fabrics and offcuts prioritised – brand.
Peachaus makes lingerie and loungewear, but is perhaps best known for its classic pyjama sets complete with comfy smocked waistbands and deckchair stripes.
Pangaia
You'll likely know Pangaia for its brilliant loungewear, crafted with real sustainability at its heart. (The brand's 'Earth Positive' business model involves pioneering plant-based materials, circular systems and encouraging biodiversity in fibre farming.)
Now, the brand has branched into pyjamas, and they're exactly what you'd expect. Think: classically cut, minimally detailed unisex sets, made in an audited Portuguese factory from organic cotton and sent to you in biodegradable packaging. Each set is generously sized and comes with an elastic waistband to ensure maximum comfort.
Eberjey
Eberjey was one of the first brands to puts a luxury stamp on Modal. Spun into jersey, this sustainable yarn (it's plant-based and biodegradable) has a beautiful drape and feels incredibly soft against the skin.
If you love the the look of silk piped pyjamas but aren't so keen on all the hand-washing, the brand’s signature washable sets are for you – they’ve recently dropped different cuts, too, including short sleeves and cropped legs.
Rails
Rails is an LA-based brand womenswear brand, but it’s best known over here for its cool-girl pyjamas. Each pair is cut from plant-based rayon yarns that feel as soft as silk, but are much more hardwearing (not to mention easier to wash). We love the generous fit and playful prints – the brand drops a new plaid style every season.
Deiji Studios
Deiji Studios is the brainchild of Juliette Harkness and Emma Nelson, who founded the brand in 2016 with an aim to blur the lines between bedding and sleepwear. The result? Deliciously luxurious linen creations that drape rather than wrinkle, just like your favourite sheets.
The generously-cut kimonos are breezy, but weighty enough to see you through the cooler months.. We also love the brand’s poplin-cotton nighties, which double as a breezy beach cover-up.
Desmond & Dempsey
Desmond & Dempsey's signature prints are instantly recognisable and undeniably chic. The brand is a go-to for crisp, airy cotton pyjama sets as well as floor-sweeping nighties and some of the most stylish slippers we've ever seen. As for those much-impersonated patterns? Expect prowling leopards, exotic flora and vivid birds of paradise.
Rixo
You might know Rixo for its cult printed dresses, but did you know the British brand does beautiful pyjamas too? Taking from the same vintage inspiration (founders Henrietta Rix & Orlagh McCloskey are big thrifters) as the label's ready-to-wear, Rixo nightwear is totally unique. Think Pilgrim collars, lace trims, playful prints and plenty of ruffles.
John Lewis & Partners
One of the OG British department stores, John Lewis & Partners has always been a go-to for quality nightwear. But, recently, it's also become a go-to for on-trend nightwear. This season, there's luxury pyjamas aplenty from in-house lines and brands such as Chelsea Peers and Their Nibs; including piped silk-satin sets to rival Olivia Von Halle's iconic designs.
Elizabeth Scarlett
You'll sleep easy knowing that Elizabeth Scarlett’s cotton pyjamas support the brand’s pledge towards wildlife conservation. Founded in 2015, Elizabeth’s original watercolour paintings are the starting point for each sumptuously soft design, and express a lifelong commitment to the wellbeing of animals.
Our pick? The brand’s limited-edition conservation range – featuring turtle and tiger prints made in partnership with Blue Marine Foundation, which protects over 3000 turtle hatchlings, and SUJÁN, which aids the conservation of wild tigers in India.
Morgan Lane
Morgan Lane's playful pyjamas have been spotted on the likes of Gigi Hadid, Kendall Jenner and Nicole Richie. Founder Morgan Curtis' hand-drawn prints and custom embroidery (a big hit with bridal parties, and Gigi) are fast becoming a USP for the New York based brand. We're also in love with the retro references that surface every season: think candy coloured satin, loveheart motifs and girlish ruffled trims.
Abigail Southan is our Senior Fashion Ecommerce Editor and has five years' experience as a writer and editor in the industry. Abigail has a BA in History from the University of Bristol and an MA in Fashion Journalism from Central Saint Martins. Abigail currently covers all things style and shopping across titles including Harper’s Bazaar, ELLE, Esquire and Red. On a daily basis, she helps readers buy better with how-to-wear guides, first-person product reviews and deep dives into the latest trends. Previously, Abigail has worked for The Sunday Times’ Style and Fabulous magazine as their first ecommerce writer and was a founding editor of Sun Selects. She has also written for Net-a-Porter, I-D, Man About Town, Wonderland and 1 Granary, and has interviewed the likes of Paris Hilton, Dua Lipa and Christopher Bailey. You can follow Abigail on Instagram at @abigailsouthan.
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