‘Dayjamas’ are now officially a thing

For the days when getting dressed just ain’t happening

Turns out, that’s not a personal failing - it's a new fashion trend.

To coincide with London Fashion Week, Compare the Market has launched “Dayjamas”, a deliberately over-the-top collection designed to be worn all day, whether you’re rotting on the sofa, popping to the shops, or answering the door like you definitely weren’t asleep five minutes ago.

The collection, modelled by newly sleep-deprived dad Jamie Laing, is basically a tongue-in-cheek nod to the fact that Brits have collectively decided comfort is more important than pretending we enjoy hard trousers.

And honestly? Fair enough.

According to new research from Compare the Market, 91 per cent of Brits are already wearing the same loungewear for pretty much any occasion anyway. Nearly a third (30 per cent) say they can’t wait to change into pyjamas at the end of the day, while 14 per cent admit they often just… never change out of them at all.

So the brand’s solution is simple: remove the outfit change entirely.

Dayjamas are designed to look intentional enough for outside while still being comfortable enough to nap in - think statement two-piece sets with paisley prints (a nod to Compare the Market’s famously well-dressed meerkat Aleksandr) plus relaxed jackets that make it seem like you’ve made an effort, even if you absolutely haven’t.

It’s being positioned as “Me Time Made Couture”, which is marketing speak for: cancelling plans is self-care now.

Jamie Laing’s involvement comes from his recent entry into parenthood, which apparently means discovering that sleep is optional and comfort is king. But really, he’s just there to represent the wider national mood: dressing for yourself, the sofa, and occasionally the delivery driver.

And the stats back that up. Nearly half of Brits (44 per cent) say dressing down helps them properly relax, 1 in 10 feel more confident in comfy clothes, and almost a quarter (18 per cent) are still wearing the same loungewear they owned before 2019 — which is either sustainability or denial, depending how you look at it.

Either way, Dayjamas are very limited. Only 30 pieces exist (15 sets and 15 jackets), and they’ll be available to win through the Compare the Market app rather than buy, which feels appropriate given most of us weren’t planning to spend money on “outside pyjamas” anyway.

The prize draw opened on 16 February and runs until 8 March, with 30 UK winners picked at random.

So if you see someone confidently strutting down the street in what looks suspiciously like bedtime attire, don’t judge.

They might just be high fashion now.