Over the last few years many of us have been learning to embrace the concept of cocooning, and creating a space we love within the four walls of our homes.
This truly came to the fore with the arrival of Covid-19, which saw us all spending long periods of time at home and learning to appreciate our surroundings and what we can bring to them.
It also saw many of us opting for loungewear over our usual wardrobe, and thankfully we’re lucky in New Zealand to have some beautiful, ethically-minded brands offering great options when it comes to what to wear during our downtime.
A brand that emerged at the end of the second lockdown that I have fallen head over heels for is by Natalie, a New Zealand made, sleep and loungewear label created by self-confessed ‘sleep connoisseur’, Natalie Norman. Natalie comes from a long line of sleep connoisseurs, growing up in a family that is still the largest mattress manufacturer in Australasia.
“I spent my childhood growing up around factories and loved being there,” she says. “I started working in the sewing line when I was 14. It was a fun hobby that came naturally to me, and in a way, lead me to where I am today.”
Natalie spent the bulk of her sleep career focusing on pillows, quilts and other sleep supportive products for both adults and children, and she is also the founder of Growbright, a child-focused sleep business that provides safe sleeping products for babies and young children. Her own sleepwear line was always her dream however, and over the past year she has been working with a talented team of local artisans and businesses to make that dream come true.
The brand’s debut collection features super soft pieces in classic silhouettes designed to make women feel chic while still being incredibly comfortable. They also are more than elegant enough to wear all day long, and sitting alongside the sleepwear is a range of pillows and pillow toppers for the ultimate great night’s sleep whatever your preferred position. With the environment top of mind, the fibres in her pillows are created from old plastic bottles that would otherwise end up in a landfill, and where possible, the foam used comes from offcuts that would otherwise be discarded.
The sleepwear designs themselves have been carefully crafted to drape beautifully and accentuate the body’s natural curves, and are made from light-weight, durable fabrics that are a dream to sleep in while also being environmentally conscious. The sleepwear was extensively wear-tested by Natalie and her right hand woman, Sophie - both of whom spent the first lockdown period washing and re-washing, wearing and wearing again until they got things exactly right. When I ask which is her favourite piece from the collection she laughs and admits it’s always changing, “but I have to say the nightshirt dress is something I always come back to as I can throw it on in the morning and over a swimsuit”. She is also a big fan of the Amelia Button Up Night Shirt and matching shorts, which are created using a fabric blend that includes Tencel, a sustainable fibre that feels wonderfully luxurious on the skin. It also supports the body’s natural thermal regulating mechanism, making it perfect for this time of year.
People are investing more time in feeling good at home, and for Natalie, when she puts on her sleepwear she instantly feels that little more glamorous. “That moment when the kids have gone to bed and it’s finally safe to put on a white dress,” she laughs, “and when I feel like I’m doing something just for me.”
When we met she was working on the Winter 21 collection, which will sport a slightly different colour palette than the soft nudes and silvery greys of the just-launched range. There will also be new trims and tweaked shapes, and most definitely more of the same beautiful silhouettes that are just so easy to love. (HELENE RAVLICH)