Quarantine fashion: Buyers ditch PJs for elevated loungewear

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In this April 5, 2020 photo, Goop fashion director Ali Pew is poses in Los Angeles. After weeks stuck in isolation, bodies molded into beds and couches glued to TVs and computers, with little to delineate weekends from weekdays, a pronounced fashion trend is emerging in loungewear. It's comfy, everyday clothing with a bit more refinement, unfussy, minimal, but pulled together enough for a zoom conference call with your boss. (Oliver Clark via AP)

MIAMI – When Los Angeles-based fashion blogger Jacey Duprie finally emerged from days in sweats, changing into black jeans, an ankle-length camel sweater and Gucci loafers, she counted it as one of those “very big victories that used to be small victories.”

Since people have spent weeks stuck in isolation, their bodies molded into beds and couches with little to delineate weekends from weekdays, a fashion trend is emerging. Loungewear is comfy, everyday clothing with just a bit of refinement. Unfussy and minimal, but pulled together enough for a video conference call with your boss.

The trend has tapped into something deeper, revealing that even the slightest effort at putting together “an outfit" during quarantine can provide a mental boost and a sense of normalcy.

Loungewear had been quietly seeping into mainstream fashion even before the coronavirus outbreak's stay-at-home orders.

It is similar to athleisurewear, but takes casual comfort up a notch beyond platform sneakers, athletic Ts and oversize hoodies. It's less about sporty separates and yoga pants. Think relaxed tailoring, slouchy trousers, soft, silky fabrics, cropped sweatshirts with something special like a puffed sleeve or floral embroidery, or drawstring tassels on baggy linen pants.

“People are getting a little more creative with how they’re interpreting loungewear," said Goop fashion director Ali Pew. “They want to feel pulled together."

The Goop wellness empire, run by Gwyneth Paltrow, recently advertised a “stay home" sale that was heavy on flowy, maxi dresses in fun prints by Ulla Johnson and Natalie Martin, cozy jumpsuits with a bit of flair, and lots of wide-leg culottes. The company's own brand, G. Label, offers clothes for off hours like weekends and vacations.

“It's something you would traditionally wear on vacation at the beach, but now it translates to something that’s easy to wear around the house or on an afternoon walk," said Pew.