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Quasi un anno di emergenza sanitaria, quasi un anno di lavoro da casa e il risultato è che tanti faticano a togliersi il pigiama da dosso, come dimostrano le stesse foto postate dalle star sui social. Ma la novità è che è venuto meno lo stigma sociale nei confronti di chi passa l’intera giornata con l’abbigliamento notturno. Non siamo ancora al livello di uscire di casa alla Jeff Bridges nel Grande Lebowski, ma è indubbio che il nostro stile risenta dei tempi e preferisca look meno formali, più comodi e adatti ad occasioni di socialità rarefatte dalle videochiamate. Assistiamo infatti a un vero boom degli abiti relax come le tute da casa, diventate quasi una divisa da lavoro, e dei veri e propri pigiami.
Se n’è accorta pure la moda da sfilata
La tuta è un capo di abbigliamento tornato in grande auge, indubbiamente comoda per quanto assai poco elegante ma ormai accettata senza troppe remore da tutti i lavoratori in smart working. E c'è chi profetizza l’evoluzione di questo stadio sia il pigiama H24. Un pigiama carino, ben fatto, non è certo da meno di una tuta, sicuramente più allegro. Del resto le tendenze non nascono a caso: alla sfilate maschili a Pitti Uomo come alla Milano fashion week sono state presentate intere collezioni di capi comodi, con un trionfo mai visto di maglieria e Prada ha mandato in passerella persino le long john, le braghe di lana termiche eco di quelle che usavano i nostri nonni in epoca di non riscaldamento o in anni recenti sotto la tuta da sci prima dell'avvento dei materiali tecnici. Dunque non c'è da meravigliarsi.
Abbigliamento per tutto il giorno
Mentre la pandemia persiste, i pigiami sono diventati del tutto sensati come abbigliamento per tutto il giorno per donne e uomini che non possono socializzare. E se prima la vita in pigiama era considerata da malati in convalescenza o da studenti universitari presi da studi matti e disperatissimi, oggi non è più censurata. Tra le tante testimonianze quella di Roopal Patel, direttrice moda di Saks Fifth Avenue a Ny, uno dei department store di lusso della città. 'Le persone cercano un modo diverso per trovare comfort e moda insieme', ha detto, sottolineando di aver notato, in un luogo di grandi firme ed eleganza come Saks, un aumento delle vendite di indumenti da notte proprio a partire dallo scorso marzo.
Interi guardaroba di pigiama
La signora Patel ha osservato che le persone comprano interi guardaroba di pigiama, di vari colori e stili. 'Tutti stanno sperimentando come indossare questi pezzi nella quotidianità, cosa che forse non avevano fatto un anno fa.' In effetti, se scegli il paio giusto, il pigiama risolve il dilemma dell'era dello smart working. Secondo la società di ricerche di mercato NPD Group, a novembre 2020, le vendite di pigiami da inizio anno sono aumentate del 5% a livello nazionale, un margine che dovrebbe aumentare una volta prese in considerazione le vendite delle festività. Fantastico, un'etichetta di abbigliamento casual di Los Angeles e il marchio 24enne di Miami Eberjey riferiscono entrambi di aver visto le vendite di pigiami raddoppiare lo scorso anno e, dopo meno di un anno di attività, il nuovo arrivato di Los Angeles Leset ha venduto quasi tutti gli articoli su il suo sito web la scorsa primavera.
Sempre meglio della triste tuta
Insomma, uno stile in pigiama fashion può sembrare più curato della triste uniforme della WFH (work from home) a cui hanno ceduto così tanti: pantaloni della tuta, maglietta e felpa con cappuccio. Il primo è 'fresco e felice', ha detto George Cortina; il secondo, 'sciatto e sciatto'. Il signor Cortina, 55 anni, è un fashion editor di New York (scrive anche sul WSJ) e ci crede così fermamente che i pigiami siano il completo per tutte le occasioni che a marzo, lancerà una linea di popeline unisex con il sarto di Savile Row Anderson & Sheppard, con tonalità rosa acceso e lavanda come si usavano a Capri negli anni '60.
Importante ricordare però le norme igieniche lavando spesso i pigiami e, soprattutto, non andare a letto con lo stesso capo che si è indossato per tutto il giorno.
