(L to r): Balenciaga AW17, Zendaya in pyjamas, and Celine AW17.
Composite: Rex/Getty

Duvet day dressing: how comfort and cosiness became cool

Bridget Jones had no scheme her heartbreak wardrobe was going to become the catwalk’s hottest look. But dressing for consolation is nothing new – just ask Oscar Wilde and Marlene Dietrich

Bridget Jones – masterpiece comedy heroine, maker of blue soup, dating misfortune … style icon? Get used to it. Bridget’s heartbreak look – the pyjamas, messy skin of ones teeth and, crucially, the duvet – could feasibly have been patched on the moodboards of very important designers for autumn/winter 2017. That duvet – reworked into a coating – has come out of hiding, and it’s properly fashionable. It’s on the catwalk, on your Instagram eat, on Rihanna. Forget about hiding under it, your relieve blanket is now what you wear on days to wow.

Free People faux fur block, £118,
Asos Photograph: ASOS

This is part of a broader trend for haute comfort dressing. Everything you need for a day at well-versed in, minus the Netflix subscription, can now be found on the catwalk (or its more extravagant alter ego can, at least). There were blankets at Celine, light slippers at Gucci, dressing gown robes at Dries Van Noten and duvet coats at Balenciaga. Demna Gvasalia, in his launch for Balenciaga 18 months ago, brought padded coats to the rarified business more usually known for its cocktail dressing, worn shrugged on the shoulders get pleasure from an opera coat. Now they have been blown up over to the size and shape of a duvet, or at least a sleeping bag you would be to death to have with you at Glastonbury. The Balenciaga design, yours for £2,050, despite comes with a scarf fastening around the neck to guard cosiness.

Renee Zellweger in Bridget Jones: Edge of Rationality. Photograph: Allstar Picture Library

Not to be outdone, the high row has embraced this trend, too. See silver space-age quilted jackets at Topshop and knee-length ones at Monki and Mango. These parkas are styled to amp up their cosiness, with models pulling them for everyone their bodies as if to shield them from the elements, in a way that duplicates Rihanna’s wrapped-up look. Elsewhere, Zara and Finery are go-tos for pyjamas, and part store Liberty has launched an Art of Sleep campaign, with worded styles worthy of their ex-customer Oscar Wilde. “Easy” and “comfy” – once veiled barbs from a mould person – let you know you have passed the style test. A measure conducted by Liberty even found that nine out of 10 sharers now see pyjamas as leisurewear rather than something to sleep in.

Issued pyjama-style shirt, £25.99,
Zara. Photograph: Zara

You can most equate the duvet-day trend with the need to wrap ourselves up against a rude political climate. But it’s also down to a culture where we’re stimulated to share our most private moments. Rather than a boudoir-sexy-times fancy of the bedroom – a trope that feels done to death – this is the look for the #iwokeuplikethis, no-makeup selfie, surface mask generation. “Bed dressing is an important trend for us this pep up,” says Mo Riach, head of design at Topshop, where a extended jacket that featured in their ad campaign became a bestseller. “We young man the way Rihanna wears duvet coats – hugely oversized and effortlessly cold-blooded.” Riach says the street-style take seen on editors at model shows has also been inspiring, “with proportion being key – the bigger, the wiser”.

Topshop’s metallic quilted jacket, £69 Photograph: Topshop

In the run-up to coterie season, perhaps it feels out of step to talk about cosiness – strikingly when out-and-out glamour is big again with brands such as Saint Laurent and Halpern. But, as energized as we are about the great sequin comeback of 2017, comfort masquerading – done right – can be just as alpha as a Dynasty-style cocktail tear someone off a strip. It’s equally acceptable in fashionable company, equally likely to be create on the back of Kylie Jenner. Think of it as the yin to party dressing’s yang. In a way, it makes sense: a proponent is often followed by a duvet day, after all.

Real talk, then. At the beck no circumstances is your actual sofa outfit – you know, that promotional T-shirt, the bobbled on pants, your dad’s old jumper, the spare-room duvet – allowed out of the lodge. In the way that Instagram is the glossy version of your reality, this bend is about an idealised duvet day – one with Diptyque candles instead than tear-and-share packets of crisps. To do duvet-day dressing in a the go way, it has to be considered. The coat should be so oversized that it’s sculptural; the pyjamas satiny and possibly patterned, never flannel; the slippers should awaken in a jarring pastel colour, not knackered moccasins. Make these tweaks and you’re virtuous to go.

Of course, the idea of making cosies into a lewk isn’t new – temperate if pyjamas look novel on the red carpet on Zendaya. Wilde was doing the outfit in the 1890s, Noel Coward followed. Marlene Dietrich and Ginger Rogers have oned silky pyjamas in the 30s as part of a louche lounge-y look. The flat jacket dates back to 1937, when Charles James adapted to the construction of a bed jacket to make something suitable for the evening. In a detect, that is what Gvasalia was trying to do 80 years later. Whatever the era, it’s in the good old days b simultaneously to embrace comfort, snuggle into your duvet paint and head out the door. It may sound counterintuitive, but that’s fashion for you. If however Bridget had been let in on the secret.