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Loungewear, the new basics. By Subrosamag.

At the beginning of the pandemic I found myself in a predicament, since like everyone else I thought that the quarantine would last two weeks (I am delusional). Besides, as if the name hadn't given me a clue, right? Hahaha. But well, with this in mind I decided to spend those two weeks at my parents' house and just thinking that I wasn't going to go out at all, I didn't pack anything “decent” besides the typical t-shirts/pajamas/ and what I call “ clothes to do what to do.”

As you can imagine, everything was a MISTAKE. Little did I know that what I thought would be two weeks at home would turn into 7 months (or more). And you will think, “but Silvia, in quarantine you shouldn't have gone out, why were you worried?” And what I did not consider was that my job (which became remote) would require me to be presentable 24/7.

According to INEGI, percentages of up to 45% of companies nationwide had to adapt to a “home office” modality, something that we had always thought would be “like a dream to work from home” and that sadly would be a complicated reality where There would be no shortage of after-hours calls or impromptu Zoom meetings. (A shot that surely happened to you once.)

Coffee Break
Add to this new reality the stress and uncertainty that took our anxiety levels through the roof, and that for obvious reasons the desire to fix yourself was NULL. Horrible to think that you don't want to do anything, you still have to work, you have to "get ready", but you are going to be at home all the time, but you want to be comfortable, but your comfortable clothes are the shirts that your family consecutively makes every Christmas .

Hahahahaha don't worry, this is not #sadhour. Being in this situation, it gave me a moment of revelation. I started hearing a trend and a word that I wasn't really sure what it meant. “Loungewear”. Around July/August of last year I began to notice how magazines and blogs began to share articles about this new trend, which, unlike some others, is really born from a need. According to GQ, “Loungewear” is defined as functional clothing for being at home. LITERALLY the solution we needed. The complicated panorama that the pandemic painted for us gave way to people looking for looks that, although they continued to be part of our personality, were a more relaxed and comfortable version for our daily lives.



As you already know me, and I have told you in past blogs, I am at a point in my life where I have tried (as far as possible) to make conscious purchases that are in accordance with my defined tastes, avoiding temporary trends, and mainly that its quality really stays with me for a long time. A predicament when talking about quality and budget :( but without a doubt by looking for alternatives we can always find solutions.

For me, one of the revelations during this last year and a half was realizing the importance of consuming local and emerging/entrepreneurial brands.
So when it came to trying to include basic pieces and loungewear in my closet, it was the perfect time to put it into practice. Looking for information and brands that would serve as an example for this article, I came across the golden dream. A loungewear brand, focused on ethical and sustainable fashion and that has also been started by 3 incredible women, me literally the happiest and Sleeping Beast my new best friend. 🤍 Open to talking more about their brand, Ale Gómez, Ale Garza, Daniela Garza and I sat down to talk a little more about the concept of this brand, where the idea came from and the problems they faced when wanting to offer the world only sustainable products.



Sleeping Beast was born from the real problems of its founders.
Have you ever wondered why in today's industry, women's pajamas and loungewear end up being uncomfortable, tight-fitting, and incredibly sexualized pieces? Well, they did and they decided to start a project that would provide an alternative and that could meet the characteristics that today's women are looking for: comfort, versatility, and a fair price. Without a doubt the golden rules for me and I'm sure for you too.

The pandemic reminded us how volatile and unexpected life is and reaffirms the importance of letting go of the expectations and standards of others, and instead putting our health and comfort first + looking amazing in whatever we feel like wearing. Inspired by this brand and the story behind it, we invite you to learn more about this incredible project.

Loungewear brand: Bestia Durmiente / @bestiadurmiente

Model: Sabrina Osorio / @osorio.sabrina

Photography: Silvia Casso / @silviacasso & Utopian Studio / @utopico.studio

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