As comfort-first fashion continues to dominate wardrobes, this London Fashion Week, Compare the Market is shining a spotlight is shining a spotlight on the outfit Brits refuse to take off – pyjamas.
Modelled by new dad Jamie Laing, the Dayjamas collection is a playful parody of fashion culture and a serious commitment to staying comfortable. Designed to be worn all day for different occasions, whether that’s having a cozy day on the sofa or running errands outside of the house, Dayjamas are bold enough to step out in and turn heads, comfortable enough to keep on, without a wardrobe change in sight.
The collection reflects a growing national movement where comfort meets style: it’s Me Time Made Couture. The pieces are designed to help the wearer move seamlessly between staying in and stepping out as they embrace JOMO (the Joy of Missing Out), where cancelled plans are a lifestyle choice and “me-time” means feeling put-together without overthinking it.
The collection’s muse is Jamie Laing, who as a new dad has recently discovered that time is precious, sleep is optional and comfort has taken on a whole new meaning. His involvement reflects a broader shift in his generation’s priorities and a move from dressing up for other people to dressing for yourself, the sofa and occasionally the delivery driver.
And it turns out this behaviour is widespread as new research by Compare the Market reveals that 91% of Brits wear the same loungewear for almost any occasion, choosing comfort and versatility over unnecessary outfit changes. They also desperately await the moment they can get changed into their pyjamas at the end of the day, as nearly a third (30%) admit they can’t wait for this moment and 14% often stay in their jammies for much longer than they’d planned. Nearly half (44%) say dressing down helps them properly relax and 1 in 10 actually feel more confident in clothing that’s comfort inducing, while nearly a quarter (18%) have owned the same loungewear since 2019 or earlier. For many, it’s less about laziness and more about reclaiming me time, whether that’s staying in, cancelling plans or simply avoiding unnecessary effort.
The Dayjamas collection is inspired by Compare the Market’s iconic and consistently well-dressed meerkat, Aleksandr. His at-home style – a jacket and paisley prints – has long championed the idea that comfort and confidence can easily coexist. His signature look has stood the test of time, worn for every occasion that matters and rarely replaced – the ultimate case for investing in pieces that work for all occasions.
The ultra-limited Dayjamas collection blends comfort with considered design and includes a statement two-piece set, with Aleksandr’s signature paisley and Compare the Market’s meerkat logo subtly woven into the print, nodding to the fashion world’s love of bold prints and block colours. Finished with a relaxed jacket, the pieces are designed to look intentional – at home, answering the door, or heading out.
Jamie Laing said: “Becoming a dad has changed my view on me-time. Now, I want to feel comfortable and relaxed during quiet moments, rather than worrying about my outfit. The Dayjamas collection is all about being cozy while still looking chic for surprise guests.”
Jo Chapell, Head of PR at Compare the Market said: “Dayjamas is a light-hearted take on how people are choosing to spend their me time and doing it in style and comfort. Jamie felt like the perfect partner to launch the collection, reflecting a stage of his life where balance matters. At Compare the Market, we help people spend less time on life admin, so they can get more me-time.”
Dayjamas by Compare the Market will be released in an ultra-limited run of just 30 pieces, 15 two-piece sets and 15 jackets, available exclusively to win via the Compare the Market app.
The prize draw will be open from 4pm on16 February 2026 and close at 11:59pm on 8 March 2026. Entrants must be 18+, UK residents only. 30 winners randomly selected to receive a Dayjamas shirt and trousers set, or a jacket. Full T&Cs apply.
