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."
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