Monday, September 04, 2006

pjamas repositioned

A lady in Shanghai off down the shops in her pyjamas (lunchtime).

Pyjamas are popular streetwear this time of year as a loose fitting and cool daytime option. Harks back to traditional costume in many ways but basically just offers a cheap track/leisure suit style comfort. It's one of my favourite things about summer here, you can see people walking dogs, shopping, riding bikes all in their pyjamas. It's all slightly surreal. Once it starts to get cooler the warmer, fleecy PJs will come out but at the moment both men and women are favouring the light cotton, white and blue classic style pyjamas.
It's a great bit of brand stretch, and also an illustration of how the same thing can be consistantly found across markets while also taking on entirely new forms of meaning and use.

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