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Nightwear used to be an occasion in India when you could wear whatever was left after you had exhausted all your shopping. A simple cotton outfit of the local store that could be used, but not memorable. That was when women began to ask one simple question: why should the clothes that I wear eight hours every night get the least consideration?
The building of Private Lives was based on that very question. The brand has silently become the label Indian women turn to when they want a night wear that is, in fact, purposeful, constructed with quality fabrics, and styled in a way that they can be proud to wear even outside the bedroom.
This is why Private Lives has acquired that reputation.
Just stroll around any Private Lives collection and the first thing that comes across is the way the company takes its materials seriously. white cotton night suits that breathe through the damp Indian nights. Satin sets which are cool to the skin but not as stiff as the cheaper sets. Plushy blends with soft folds, shape-retaining modal blends.
This isn't accidental. Indian women have to contend with a climate which changes radically between seasons and cities - and the type of nightwear which suits Mumbai in July is quite different to that of Delhi in January. The design of Private Lives is conscious of that fact, and the collection is fabric specific - that way you will never be caught sleeping in the wrong cloth at the wrong time of the year.
The pure cotton range is an essential summer product to women who tend to be hot. To those who want a more luxurious feel, the satin night suits provide a five star hotel feel at a five star price.
The design is a back step of most of the nightwear brands in India. It is the point of Private Lives. To the fine lacework of the Jennifer Night Suit to the more graphic digital prints on the satin kaftans, each item has a visual identity that is both thoughtful.
The brand realises that contemporary Indian women wear their nightwear as a lounge wear, as a work-from-home wear, as the dress they are still wearing when they get a video call at 9am. It implies that the design must be able to withstand during the daytime as well - and Private Lives never fails to provide that.
Co-ords that match with a morning cup of coffee as well as with bedtime. Kaftans which switch out of the bedroom to the balcony without a second thought. Night suits that are comfortable to sleep in yet nice enough that he can open the door.
The personalized night suits collection is one of the factors that really make the difference in the Indian nightwear market as far as Private Lives is concerned. This feature of embroidering initials onto a pyjama set may seem like a minor feature, before you present one as a gift and witness the reaction.
The most popular product of the brand is the customised night suits and it is easy to see why. With a gift-giving culture as abundant as Indian one, wedding trousseau and anniversaries, birthdays, baby showers, etc., a tailor-made pyjama set takes a niche. It is considerate, but not obnoxious; it is practical, but not too ordinary; it is intimate in the sense that the mass-produced gifts can never be.
To brides creating a trousseau, to best friends marking anniversaries, to those who simply want to give a gift that will be used and remembered, the tailored collection of Private Lives works.
Every woman should have good nightwear not only those who fit in a sample size. The majority of its collections are available in sizes XS up to XL, something that is yet to become a common offering among Indian fashion brands.
This is important since nightwear is highly intimate. The ill-fitting night suit is not merely a thing that looks wrong but it influences the way you sleep, how comfortable you can be and whether you can grab it again or put it at the end of the drawer. Getting the sizing correct over a large spectrum would be an indicator that a brand does consider its consumers and not just the product photography.
Luxury nightwear does not necessarily imply an uncomfortable price tag. Indian women have developed a sweet spot in the premium at which they feel special and priced at a point at which they can afford to purchase despite thinking too hard, which has developed Private Lives a reputation that they truly value.
An expensive night suit that will outlive the week, costing ₹2,0003,000. Cotton sets that do not pill or go out of shape upon the initial few washes. It is not as easy to strike that balance between quality and value as it may appear and it is one of the reasons why Private Lives has gained the kind of loyalty that it has gotten.
The nightwear market in India has been experiencing a considerable increase over the past 10 years and this growth has come with a lot of noise. Brands that put more emphasis on the packaging than the product, looks rather than comfort and fads instead of durability.
In a manner that counts, Private Lives has remained the same. Fabric-first mentality, authentic design attention, a size selection that honours its clientele, and a customisation service that no other label in this area has put as near to hand. That is why first-time buyers will turn into repeat customers, and why repeat customers will recommend the brand to all their friends.
In case you have been sleeping in clothes that are good enough, it may be high time you experienced what purposeful sleep clothes are like. Browse the entire collection of Private Lives at privatelives.in, and discover the one that suits your sleep patterns.
