(Filed Under wholesale Sleepwear News). California-based luxury loungewear and sleepwear brand Love+Grace has focused on flirty, feminine pastels for its spring 2014 collection.

Founded in 2013, the fledgling brand is carving out a niche in the sleepwear market by eschewing boxy, baggy styles and focusing on cozy shapes that are contoured to the body. Pajama sets, chemises, pullovers, T-shirts, lounge pants and babydolls are made using supple cotton and modal blends and can easily transition to casual daywear.

Stripes, tie-dyes and paisley prints make an appearance among solid hues in powder blues, light pinks and lavenders, as well as heather greys. The comfortable, contemporary styles are manufactured in the U.S. and are prewashed and preshrunk to retain that “first wear” look and feel.

“Everyday life presents so many challenges, so when people come home and put on Love+Grace, I want them to feel like they are being embraced by comfort,” Creative Director Julie Zipperer said.

Love+Grace styles are available in sizes extra small to large and retail for $52 to $120. The line is available in boutiques on both coasts, including Ron Herman in West Hollywood, Calif.; Lulu’s in Manhattan Beach, Calif.; Lingerie on Lex in New York City; and Patricia Gourlay in Greenwich, Conn.

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Published 03-28-2014 by Katherine Rautenberg