Premium sleepwear brand Yawn has launched for autumn 14, and stockists already include Fenwick of Bond Street and Fortnum & Mason.
Aimed at women aged 30-plus, its pyjama sets, jersey tops, nightshirts and sleep socks feature hand-drawn prints. Fabrics include 100% cotton sateen and a cotton modal mix. Founded by consultant Alice Whiteley and London branding design company BuroCreative - with support from former Boden and LK Bennett designer Susan Cole and production co-ordinator Nicola Thornley, formerly of Burberry and Nicole Farhi - its autumn 14 order books are still open.
Wholesale prices range from £10 for sleep socks to £37 for pyjama sets in gift boxes.
07990 510156 www.loveyawn.com