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Magazine</a></li></ul><h1 class="_437366dc6b418d7ebdc9">Meet the designer whose $1k pyjamas are too fancy to stay in the bedroom</h1><p class="f8c00ff0c514d0793d7d">A pair of pyjamas for $1000? They must be from UK-based Olivia von Halle, who’s intrigued by how many customers she has Down Under.</p></header><section class="ae754da393b38cf0f618"><div class="d5dfe5984973a371f244"><section class="_368ce47922cc50406182" id="endOfArticle"><section class="_79ac355651a627afaf4b"><div class="_0744a0c2b755cec1309d"><span class="_4daa2b7c6a2abbd8337c"><span class="bad9c5476c04fb14be3e" data-testid="AuthorNames"><strong><a class="e8a3a96a1d96e42394a5" data-testid="AuthorURL" href="/by/lauren-sams-h1bzh6">Lauren Sams</a></strong></span><span class="_9d1c61c1b7efcc9b8f44">Fashion editor</span></span></div><section class="_288fb9f2c1f978e951fd"><div class="_4d22830be8e035459d36" data-testid="ArticleTimestamp"><time data-testid="ArticleTimestamp-time">Aug 12, 2024 – 5.00am</time></div><div class="_2a6dc840ff6bc204ff53" data-testid="ArticleTools"><div class="_9f146e4c46884f388d0e"><button aria-describedby="articleToolsLoginTooltip" class="_13dba38c2689588db954 _7cd6d3a619318b4274cf" 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8.4l-.143.583a.6.6 0 0 0 .726-.726zm-.85-.85c-.06-.207-.127-.434-.2-.665a15 15 0 0 0-.451-1.255c-.17-.398-.307-.626-.384-.702a1.123 1.123 0 0 0-1.588 1.587c.077.077.305.215.703.384.372.158.818.313 1.255.451.231.073.458.14.665.2" clip-rule="evenodd"></path></svg></span><span class="a8795dddfcb83ad715dd">Gift this article</span></button><div class=""><div class="_97f224ea82c75c120440"><div class="_484bfbd8af6e9b38c490 _6dac7bb70d5d5d8a771b ba22c1812d2b27916259"><button class="_658fc1521f5561bd1c64" type="button" aria-label="Close"><svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 12 12" class="dd6db77aa2c85e94be85" focusable="false" height="10" aria-hidden="true" width="10"><g fill="none" fill-rule="evenodd" stroke="currentColor"><path d="M11.27.73 6.02 5.98.73 11.27M11.27 11.27 6.022 6.022.729.729"></path></g></svg></button><p class="_53c90ec3429d93c7f693" data-testid="Modal-title">Subscribe to gift this article</p><p class="_2b3ce025e5cbb6cec24c _4caa6be900319bfd3106" data-testid="Modal-description"><span>Gift 5 articles to anyone you choose each month when you subscribe.</span></p><a data-testid="Modal-subscribe-button" href="https://subscribe.afr.com/?promote_channel=HI_AGFT_GNL_GIFTCTA&utm_source=ArticleGifting&utm_medium=HouseInventory&utm_campaign=General&utm_content=GiftCTA" class="f6dfc6f770f1c16f22f5">Subscribe now</a><p class="_1c7a5940e3812685c336">Already a subscriber?<!-- --> <button data-testid="Modal-login-button" type="button">Login</button></p></div></div></div></div></div></section></section><p>Olivia von Halle was 27 when she founded her eponymous line, with the clear directive to be “synonymous with the world’s best pyjamas”. Now, at 41, she’s unsure she would be able to tackle such an audacious goal. “Being young gave me a lot of confidence that was a bit naive,” she says. “It made me do things I might not do now. I was cold calling Harrods to see if I could get product in there. That’s harder to do as you get older. It gave me blind faith.”</p><p>Not that von Halle needs to wonder how she might go about making lightning strike twice: her brand actually has become known as the world’s leading purveyor of pyjamas, which retail for upwards of £500 ($965).</p><div class="_398b6c5e39701f15a1a2">Loading...<figure></figure><figure></figure><figure></figure><figure></figure></div><div></div></section><div class="a3b28a4f67a674b57863 _641fb672692d5313992a" data-testid="ArticleFooter"><div class="_9e5858bb5e9aa47354b4"><div class="_9f146e4c46884f388d0e"><button aria-describedby="articleFooterLoginTooltip" class="_13dba38c2689588db954 _7cd6d3a619318b4274cf" data-click-outside-ignore="true" data-testid="SaveArticle-button" type="button"><span class="_82522fbabfe2be1d6f63"><svg xmlns="http://www.w3.org/2000/svg" fill="none" viewBox="0 0 24 24" class="dd6db77aa2c85e94be85" focusable="false" height="1em" aria-hidden="true" width="1em"><path stroke="#111" stroke-width="1.2" d="M6.607 5c0-.221.179-.4.4-.4H17c.22 0 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srcSet="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7, data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" data-srcset="https://static.ffx.io/images/$width_140%2C$height_140/t_crop_fill%2Cq_auto:best%2Cfl_any_format/9f475ab55381c11b9c27f61ccc7fb6e8f480e59b, https://static.ffx.io/images/$width_280%2C$height_280/t_crop_fill%2Cq_auto:best%2Cfl_any_format/9f475ab55381c11b9c27f61ccc7fb6e8f480e59b 2x" sizes="(max-width: 767px) 140px" data-id="9f475ab55381c11b9c27f61ccc7fb6e8f480e59b" data-pb-im-config="{"urls":["https://static.ffx.io/images/$width_140%2C$height_140/t_crop_fill%2Cq_auto:best%2Cfl_any_format/9f475ab55381c11b9c27f61ccc7fb6e8f480e59b"," https://static.ffx.io/images/$width_280%2C$height_280/t_crop_fill%2Cq_auto:best%2Cfl_any_format/9f475ab55381c11b9c27f61ccc7fb6e8f480e59b 2x"],"width":140,"aspectRatio":1,"type":"square1x1"}" width="140" height="140"/></picture></figure><span class="_1b861ab323f41ec0b7ca"><strong><a class="a189e4281d1ef17b0b4e" data-testid="AuthorURL" href="/by/lauren-sams-h1bzh6">Lauren Sams</a></strong></span><span class="_502fdc96c2c81588de6d">Fashion editor</span><span class="_528a6daccc86ac482af4">Lauren Sams is the fashion editor, based in Sydney. She writes about lifestyle including the arts, entertainment, fashion and travel. 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& luxury","Fashion & style"],"categoryId":122,"asset":{"about":"A pair of PJs for $1000? They must be from UK-based Olivia von Halle, who’s intrigued by how many customers she has Down Under.","allowComments":false,"body":"\u003Cp\u003EOlivia von Halle was 27 when she founded her eponymous line, with the clear directive to be “synonymous with the world’s best pyjamas”. Now, at 41, she’s unsure she would be able to tackle such an audacious goal. “Being young gave me a lot of confidence that was a bit naive,” she says. “It made me do things I might not do now. I was cold calling Harrods to see if I could get product in there. That’s harder to do as you get older. It gave me blind faith.”\u003C\u002Fp\u003E\u003Cp\u003ENot that von Halle needs to wonder how she might go about making lightning strike twice: her brand actually has become known as the world’s leading purveyor of pyjamas, which retail for upwards of £500 ($965).\u003C\u002Fp\u003E\u003Cp\u003EIt’s Monday morning when \u003Cem\u003EFin Magazine\u003C\u002Fem\u003E phones von Halle, who has just dropped the children – she has three, Hieronymus (seven), Dionysus (four) and Triptych (two), with husband Hugo von Halle – at school. Von Halle is in her Wiltshire country home, where she and Hugo, who worked in the film industry before becoming her chief operating officer, have entertained friends all weekend.\u003C\u002Fp\u003E\u003Cx-placeholder id=\"21d4d3ea7e57153f5ae6c7a594ec779f1c488414\"\u003E\u003C\u002Fx-placeholder\u003E\u003Cp\u003EI’d like to talk about her business, which, according to the \u003Cem\u003EFinancial Times\u003C\u002Fem\u003E, turns over more than £7 million ($13.5 million) annually, but von Halle, in a cheery lilt, wants to know about Australia. It’s consistently a top-performing country for her brand, though she admits this wasn’t exactly by design; Australians seem to have found Olivia von Halle without any deliberate marketing push from the company. “Some of our best customers are there. And one of the most expensive pieces we ever sold was in Australia.”\u003C\u002Fp\u003E\u003Cp\u003EIf the idea of paying almost $1000 for something you wear to bed is a little bamboozling, these are not the kinds of pyjamas that are destined for the bedroom alone. Indeed, the entire concept behind the brand was to create the kinds of silk pants you can wear anywhere.\u003C\u002Fp\u003E\u003Cp\u003EThe von Halles were living in Shanghai and Olivia had become a frequent customer at a local tailor. “I’m six foot tall and a size 14,” she says. “Shanghai is a place where everyone is five foot four and a size four. I’d go into a shop and the girls would be like, ‘You’re too big and you’re too fat’.” She laughs gently. Her tailor became essential, and soon von Halle was asking him to make all sorts of things – including silk pyjamas. “It was the end of the noughties and everyone was wearing very constrained clothes – bodycon dresses, huge heels. I was partying a lot and I just wanted to come home and put on something really beautiful and decadent.”\u003C\u002Fp\u003E\u003Cx-placeholder id=\"1227d5352ecfa946e9199191831141d83e64cbfa\"\u003E\u003C\u002Fx-placeholder\u003E\u003Cp\u003ESoon von Halle was wearing the pyjamas everywhere, including when she returned home to London. Clutches of girlfriends put in orders until the tailor put a stop to it. “He was like, ‘It takes me two and a half days to make one pair. For this many sets, you need a factory’.” So she found one.\u003C\u002Fp\u003E\u003Cp\u003ESourcing a factory, finding silk and setting up a fashion business was not exactly what von Halle had in mind when she moved to Shanghai in 2008. At the time she was a trend forecaster, working with luxury brands to develop future-proofing strategies. She’d studied fashion management at university, but now says the experience hardly set her up for success in the industry. “It was a weird time; it was like everything we learnt became irrelevant overnight,” she says. “Like e-commerce was just starting but we didn’t learn about it.”\u003C\u002Fp\u003E\u003Cp\u003EAt Future Laboratory, her first job post-university, von Halle worked with clients like Lamborghini, Gucci and Louis Vuitton. “We worked on incredible campaigns and it set the standard for what I wanted my brand to be,” she says. “For every clothing category, for something that is really classic, there is a name associated with it, like \u003Cx-placeholder id=\"c8911f317016ee40dca49ad9ecb20aca59d30091\"\u003E\u003C\u002Fx-placeholder\u003E. And there was nobody for pyjamas, and so I felt I could fill that gap.”\u003C\u002Fp\u003E\u003Cp\u003EHiring an assistant, von Halle quickly set up shop in 2011, working with the factory that manufactures La Perla lingerie to create her pyjamas (that first design, the Lila, is a bestseller to this day). “Every day was a challenge,” she says. “Things I’d never considered before, like, OK, who do I know who knows about logistics? I’ll ring my aunt who sells grass seeds from her house in NSW, she might know.”\u003C\u002Fp\u003E\u003Cp\u003EFor the first few years, von Halle was the business. “I was on my own in a tiny office in London. I had all these personalities. The buyer from Harrods would ring and say, ‘Is Olivia there?’ And I’d go, ‘Yes, I think so, please hold, I’ll try her line’.”\u003C\u002Fp\u003E\u003Cx-placeholder id=\"84154b775846785fbc4e5862bb525717ae28d9ae\"\u003E\u003C\u002Fx-placeholder\u003E\u003Cp\u003ESleepwear, says von Halle, was “a tough sell”. But the business grew slowly through word of mouth. When it became known that \u003Cx-placeholder id=\"d5c782fba6358e79c3c46c26821360a2424a05ec\"\u003E\u003C\u002Fx-placeholder\u003E had gifted wife Victoria several pairs, the brand got a much-needed boost.\u003C\u002Fp\u003E\u003Cp\u003E“The customers that had them really connected with them, and they told their friends about them, or bought them for their friends. That’s why we now have such a strong following. The product really does speak for itself.”\u003C\u002Fp\u003E\u003Cp\u003EMade with silk crêpe de chine (there are also cashmere options, and cotton-silk), the pyjamas are truly beautiful. Classics, which the brand will always stock, feature timeless prints like vertical stripes and piped seams in navy, caramel and ivory. But there’s also PJs imprinted with lobsters, postcards, florals and cosmic patterns.\u003C\u002Fp\u003E\u003Cp\u003EYes, you can wear them to a cocktail event, but equally importantly, says von Halle, they are comfortable enough that you can really wear them to bed, or to watch a movie on your lounge. “They are made for sleeping and relaxing, but they are epic enough that you can wear them out.”\u003C\u002Fp\u003E\u003Cp\u003EShe worried at first that the idea of wearing PJs outdoors might have been a passing fad, but 13 years into her business, she feels it’s here to stay. And indeed, wearing nightclothes outdoors isn’t anything new: everyone from Marc Jacobs to Versace took inspiration from the nightgown in the 1990s, bringing that silhouette from bed to bar.\u003C\u002Fp\u003E\u003Cp\u003E“The shape has changed, and the way we wear them has changed, but ultimately anything that is easy as a matching top and bottom is a good bet.”\u003C\u002Fp\u003E\u003Cp\u003E\u003Cx-placeholder id=\"c64522c374418d106192d32420f9c22ceb0b51e6\"\u003E\u003C\u002Fx-placeholder\u003E, especially during COVID, when suddenly the world could glimpse into their homes like never before. When Angelina Jolie posted a selfie wearing OvH pyjamas to a “premiere” at home in 2020, “it really did wonders”, says von Halle. Others have posted “get ready with me” videos before awards shows, and others still simply wear the PJs as partywear, like Oprah Winfrey and Rihanna. Now, she says, “It’s almost like, try to think of a celebrity who hasn’t worn pyjamas outside the house.”\u003C\u002Fp\u003E\u003Cx-placeholder id=\"3bf3167ac45e0e1f44ee61d54c53c663526b797d\"\u003E\u003C\u002Fx-placeholder\u003E\u003Cp\u003ERecently von Halle collaborated with \u003Cx-placeholder id=\"a399c9f8d3913ff381966cd27b111f3d0f2f59dc\"\u003E\u003C\u002Fx-placeholder\u003E on a range she calls “ridiculous and so much fun”, using McCormack’s ruby and diamond buttons on the pyjamas. It brings new meaning to being good in bed. “Anytime I meet a cool person who is stylish, I feel like they’re dripping in Jessica McCormack,” says von Halle. “She is the most exciting jeweller of – I would go so far as to say – this century.”\u003C\u002Fp\u003E\u003Cp\u003EAs for future plans, von Halle is clear that any new category needs to solve a problem. “Part of me feels it’s important to stay focused on what we do best, which is nightwear,” she says. In 2019, the business branched into dresses. “We still do them but it’s not what people come to us for,” she notes.\u003C\u002Fp\u003E\u003Cp\u003EHomewares is an option but – irony of ironies – the world’s leading purveyor of pyjamas is a bit, well, tired. “I have three small children and it’s a hell of a thing to get into something new. There are times in your life to really focus on growing a business and times to enjoy what you’ve got. 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