I was recently introduced to Laing, a beautiful NZ-based sleepwear brand for women. Designed by Anna Murray, an ex-marketing and advertising executive with 20 years experience in mostly the retail and fashion industry, Laing came about from her search for the elusive perfect sleepwear. Unable to find it, Anna decided to take a leap of faith and simply create what she was searching for, in the knowledge that she couldn’t be the only one looking in vain. Not only did the products need to be comfortable, they needed to last the distance. Determined to get the styling and fabrics right in order to achieve this, Anna took 18 months to launch. Continuing the brands tailored and classic approach to sleepwear, Laing have now released their new season collection featuring stunning separates to mix and match. Shot on location at the award-winning Eyrie Houses by Cheshire Architects in Kaiwaka, here’s a look at what’s on offer.
A self-confessed lover of sleep, followed by lounging around (for as long as possible) in her pyjamas, Anna wanted to produce sleepwear that reflected who she was; a grown up, confident woman who dress’s fashionably and with care outside the home. “I wanted sleepwear that I could wear around the house that reflected my style and did not embarrass my teenage children. The styling had to be modern and stylish. You spend nearly 50% of your time in bed or resting so I feel that what you wear for yourself at home should be just as important as what you wear outside the house for others.”
Fine cottons are used in many styles using only long staple 60’s & 80’s, meaning they wash, wear and look beautiful for longer. French-seamed for the perfect finish, piped, pleated and tailored, the garments have been created as flattering classics to be loved for years, not a season. They are an investment in a stylish night’s sleep whether at home or travelling. Constantly evolving, the collections also reflect customer feedback, hence the introduction of Cashmere and Separates this season, so that women can put together what works for them. The versatile range which includes soft blush pinks and olives, crisp stripes and fresh whites, allows you to create a sleepwear wardrobe where you can mix and match favourite pieces dependent on the time of year, mood or if you are travelling through different seasons. Cashmere T-shirts pair beautifully with classic PJ pants while cotton striped singlets are an effortless match with boxers. As for those Henry Cashmere Socks – I don’t think I’d ever want to take them off.
With Mother’s Day fast approaching, why not treat Mum (or yourself) to something from the new range? Having had the pleasure of experiencing Laing sleepwear and being blown away by the quality and attention to detail, I can promise you won’t regret it. The new season pieces are now available to purchase online,with understated silks and cotton night dresses on their way for summer. Images courtesy of Laing