A Star is Born: Nightdresses Take Center Stage in Fashion

This summer, a new trend is emerging in the world of fashion, and it’s all about nighties. The humble nightdress, once relegated to the bedroom, is making a bold move into daywear, with sales skyrocketing on the UK high street. The trend is not just limited to celebrities, but is also being driven by a growing demand for comfort and practicality.

In the latest episode of Netflix’s new sitcom Too Much, starring Lena Dunham and Megan Stalter, nighties take center stage. Stalter’s character is often seen wearing a signature white frilled floor-length nightie, which has become a defining feature of the show. The item is not just a cute quirk for the character, but also reflects a wider trend in fashion.

Pyjamas have been making a statement on screen for years, but nighties are now taking their turn. Daisy Edgar-Jones and Kaia Gerber have already been spotted wearing nightdresses in daylight, and Sabrina Carpenter is known for her babydoll nighties. Even Addison Rae wore a nightie-like dress for her performance at Coachella.

According to a survey by YouGov in 2022, most people in the UK slept in pyjamas (47%), while 20% slept in their underwear and 20% slept naked. However, post-pandemic, clothing worn at home is much more on the radar of fashion. Clothing brands are taking notice, with John Lewis reporting a 21% increase in searches for “nightdress” from 2024 to 2025, and sales up 14%.

One brand that is capitalizing on the trend is If Only If, a British nightie brand founded by Emily Campbell’s mother, Issy Falkner. Campbell says that the popularity of nighties is already increasing, with annual growth between 80% and 90%. She anticipates that Too Much will increase demand, but will stick to her small-batch production model.

The high street is also seeing a surge in interest in nighties, with cotton designs proving particularly popular. Cotton nighties are a cool option for the heatwave, and sales are up 14% at John Lewis. Mix-and-match designs are also on the rise, with sales up 55% at John Lewis.

Naomi Pike, a commissioning editor at Elle UK, has about 20 pairs of pyjamas, and buys two or three sizes up for extra comfort. She says that having clean pyjamas that fit well makes a big difference in how she sleeps. However, not everyone is a fan of nighties. The founder of the Nightgowns in Cinema Instagram account says that nighties make them feel trapped, and they always reach for the comfiest and safest option.

Despite this, Pike thinks that nighties making the move from bed to daywear is a trend that will gain momentum this summer. “It feels like it will be this summer’s story,” she says. “They feel quite gentle… we all need a bit more gentleness.”