Sofia Richie Grainge, Djerf Avenue Debut Vacation Pajama Collaboration – WWD

The web’s favourite “It” women have formally teamed up.

Sofia Richie Grainge and Djerf Avenue, the Scandi vogue label based in 2019 by Swedish model-influencer Matilda Djerf (with cofounder Rasmus Johansson), on Thursday are debuting a holiday-minded pajama and loungewear collaboration.

Grainge and Djerf stated they met by means of mutual buddy Julianne Goldmark, founding father of Emi Jay, whom Djerf collaborated with for a joint pop-up store in Los Angeles.

“I additionally frolicked personally with [Goldmark and Djerf]; [Djerf] is such a candy, superb, type individual. She despatched me her pajamas, and I texted her saying, “’I really feel like I’ve hit the jackpot with these,’” Grainge informed WWD. 

“There’s no higher [feeling] than when individuals put on the model each single day, that’s the perfect receipt you may get. After we began planning for the final Go Gradual drop of the yr, we knew Sofia liked the pj’s and the vacations, as a result of our mutual buddy had informed me, so my accomplice and Djerf Avenue chief govt officer Rasmus stated we should always attain out and see if she needed to do a collab,” Djerf defined. 

The natural relationship — a shared love of the comfy Djerf Avenue Go Gradual pajamas — grew to become the inception of Djerf Avenue’s first design collaboration: Djerf Avenue x Sofia Richie Grainge.

“For Djerf Avenue, it’s been actually necessary to solely work with individuals who genuinely admire the model, who love our objects and truly put on them. I feel that’s the perfect type of partnership, when it’s genuine and real,” Djerf stated. 

Each Richie Grainge and Djerf went into the collaboration with the mindset of designing one thing holiday-minded, but in addition timeless and versatile sufficient to put on all year long. 

“When Sofia stated she needed to do the collab, I had designs in my head of what I might see her carrying. We sketched up a few choices, despatched it over and requested her what she appreciated or didn’t like. She liked all the pieces, which was enjoyable and straightforward. It’s good when you’ve a transparent imaginative and prescient in your head after which the individual truly agrees to that imaginative and prescient” Djerf informed WWD of the collaborative types’ candy Vacation Bow print. “From the start, I needed it to really feel like a vacation print, however nonetheless very Djerf Avenue — our prints are all the time hand-drawn completely for our model.”

“For me, it was about, ‘How can we do one thing that’s festive and Christmas, however shouldn’t be an excessive amount of or so loud?’ Additionally, one thing you may put on year-round and isn’t a Christmas unique. We got here up with a easy, neutral-toned sample and it’s so soothing — it was one thing we each agreed upon. We’ve additionally included my canines into it to personalize it. Two of my favourite issues: Christmas and my canines,” Richie Grainge stated. 

Marketing campaign photos for the Djerf Avenue x Sofia Richie Grainge collaboration function each ladies clad within the collaborative pajams and loungewear, with particular appearances from Richie Grainge’s canine. Richie Grainge famous that the marketing campaign was shot within a home in her neighborhood — a candy nod to her love of being a homebody, she stated — with quintessential vacation decor of stockings, wrapped items and a Christmas tree. 

“It actually felt like a women’ night time — preparing for Christmas and baking cookies. We had a lot enjoyable,” Richie Grainge stated. “It’s enjoyable to work with a buddy. Numerous the occasions while you do these collaborations, you’re working with corporations and other people you don’t truly know, which can also be a cool expertise, however I feel what was actually enjoyable about this was working with a buddy. I feel coming collectively as a group, primarily based off of a friendship, was actually enjoyable and gave me and her the area to be artistic and trustworthy.“

“Inside Djerf Avenue, I’m the artistic director and designer so all the pieces artistic comes from me. I actually needed to make it a vacation, however not a cliche. I would like clients to really feel this can be a enjoyable and candy women night time, whereas tapping into the American household vibe,” Djerf added of the marketing campaign’s aesthetic.

The Djerf Avenue x Sofia Richie Grainge assortment is made up of six types throughout loungewear and pajamas, which sit throughout the model’s bestselling “Go Gradual” vary. Along with the model’s bestselling Go Gradual long-sleeve button-up shirt and pants, the vary introduces new silhouettes together with a bow hair scrunchie, a ruffled tank high and brief, fitted cardigan and crew-neck long-sleeve high. Like Djerf Avenue’s Go Gradual collections, the types vary from dimension XXS to 3XL, are produced in Portugal and manufactured from Tencel and elastane.

The Djerf Avenue x Sofia Richie Grainge collaboration is obtainable completely on Djerf Avenue’s e-commerce, with costs starting from $29 to $65.

Talking to buyer suggestions on their extremely anticipated drop, Richie Grainge stated, “I don’t know if that is simply me and my girlfriends, however I bond so deeply with my girlfriends over our pajamas. After we come collectively for ladies’ nights, us all carrying our related pajamas brings me a lot pleasure. So I hope everybody can come collectively, have enjoyable and be cozy for the vacations. Once more, Christmas is my favourite vacation of the yr, so I hope it brings slightly little bit of cute love and life into everyones’ holidays.”

“We see our neighborhood as a part of our prolonged household, and I felt this primary partnership with Sofia was such a pure extension of that prolonged household. We’re actually excited for extra partnerships sooner or later. I feel it’s a enjoyable approach to discover new clients, but in addition do enjoyable issues for current clients,” Djerf stated.