Nighties Take Center Stage: Fashion Trends Shift in 2025

In a striking shift in fashion norms, nightdresses, traditionally associated with sleepwear, are emerging as a trendy daywear option, particularly highlighted by the new Netflix sitcom 'Too Much,' directed by Lena Dunham. The show's first episode features actor Megan Stalter donning a series of stylish nighties, accompanied by her dog in matching attire. This portrayal has sparked renewed interest in nightwear as fashionable clothing for daytime outings, signaling a broader trend in the fashion industry.

As reported by The Guardian on July 12, 2025, sales of nightdresses have surged on the UK high street, with John Lewis noting a 21% increase in searches for 'nightdress' from 2024 to 2025 and a 14% rise in sales. This trend aligns with a decade-long shift where pajamas have transitioned from private sleepwear to acceptable public attire. The popularity of nightdresses among celebrities, including Daisy Edgar-Jones and Kaia Gerber, further underscores this movement, as they are frequently seen wearing these garments during the day.

Emily Campbell, owner of the British nightie brand If Only If, which produces the beloved nighties featured in 'Too Much,' reported an impressive annual growth rate of 80% to 90%. Campbell anticipates that the sitcom will bolster demand, although she remains committed to her small-batch production model to maintain exclusivity. "They will sell out," she states confidently, underscoring her refusal to overproduce.

The rising temperatures of summer have also contributed to the popularity of cotton nighties. As noted by Campbell, their breathable fabric offers a comfortable alternative during the heatwave, appealing to consumers seeking cooler clothing options. The ongoing evolution of fashion post-pandemic has shifted the perception of home attire, making it relevant and stylish.

Elena Babić, an influencer who documents the history and appeal of nightgowns in cinema through her Instagram account, argues that nighties embody charm and grace. They evoke a sense of nostalgia and elegance, reminiscent of old Hollywood glamour, which may be influencing their rising popularity.

Despite the growing trend, opinions on nighties vary. Naomi Pike, a commissioning editor at Elle UK, expressed optimism about nighties paving the way for inclusivity in fashion, stating, "It can bring liberation to people who aren’t used to seeing their figure on the screen so much." However, others remain skeptical about comfort, with Babić admitting that while she admires nighties, she prefers oversized T-shirts and shorts for sleepwear, emphasizing practicality over style.

The fashion landscape is undoubtedly shifting, with nighties poised to become a staple in both wardrobes and on-screen narratives. As the climate becomes increasingly warm and consumers seek comfort without sacrificing style, the nightdress may indeed become this summer’s must-have fashion item. With its blend of comfort, nostalgia, and growing acceptance in public spaces, the nightie may redefine boundaries within the fashion industry in 2025 and beyond.