The nightgown was originally created to be just that: a cotton voile dress worn exclusively to bed. Later, in the seventeenth and eighteenth centuries, the garment began to take new form, as women wore their nightgowns outside of the house – often paired with a cape or overcoat. Then, in the 21st century, pajama dressing became a trend that dominated nearly every runway show across each season. The nightgown, so easy and light in its construction, has now become a staple piece in every woman’s wardrobe. And aside from sweatpants, nightgowns are certainly the unofficial quarantine uniform of today.
Ahead of its time in many ways, UK-based brand, If Only If Nightwear has become the master in designing the modern nightgown. “The brand was started by my mother in 2010,” says co-owner, Emily Campbell. “So a love of beautiful nightwear is very much in my DNA.” When her mother was unable to find what she wanted in a nightdress, she decided to design her own. Something timeless is what she wanted, boasting soft and natural materials that could be worn in the evening and transitioned to day. The result is a collection of beautifully made, affordable nightgowns, fit for lounging at home, city strolls, or even on a day’s worth of errands.
If Only If is dedicated to producing ethically made nightwear in evergreen and ageless silhouettes, designed to be cross-generational. Sustainability is also an important aspect of the brand’s ethos, as it is produced in small batch quantities, ungoverned by seasons. “We just aim to make beautifully soft, affordable nightgowns in elegant styles,” Campbell notes. “We are always thinking about what the future of fashion should be, and I think this it. No trends, a transparent supply chain, small batches, natural fabrics and decent prices.” Seems simple enough.
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