Lauren SamsFin editor, deputy editor AFR Magazine and fashion editorJul 5, 2026 – 5.00amSet into the floor of their new Macquarie Centre store in Sydney, a slogan in brass lettering enjoins customers to “Sleep well in Papinelle”.For Renae James and Nicole Kelly, owners of the 24-year-old pyjama brand, it’s not only a cute tagline, it’s the guiding light.Subscribe to gift this articleGift 5 articles to anyone you choose each month when you subscribe.Subscribe nowAlready a subscriber? Lauren SamsFin editor, deputy editor AFR Magazine and fashion editorLauren Sams is the editor of Fin Magazine, The Australian Financial Review’s luxury quarterly edition. She is also the deputy editor at The Australian Financial Review Magazine and the fashion editor. She writes about the business of fashion and beauty.Fetching latest articles
How fancy pyjamas became big business
Forget floral prints and synthetic fibres. Savvy sleepwear labels are riding the commodification of sleep with luxury fabrics and designs that go from bedroom to bar.
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