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House of Fraser launches "In-In Collection" aimed at virtual party season

Tom Shearsmith
04 December 2020

House of Fraser has released a new In-In Collection, encouraging people to get dressed up in their own homes as the world moves into festive party season.

According to House of Fraser research, UK online searches for loungewear sets have increased by 124% in the last 12 months. This can be attributed to the lockdown measures this year, resulting in the UK population spending an increasing amount of time at home.

In response to this increase, House of Fraser have created a 44-piece womenswear In-In Collection, providing comfortable loungewear, designed to be worn with flashy jewellery and statement heels to create the illusion of outwear.

Retailing from £18-£627, and ranging in sizes 2-18, the collection provides a wide range of styles from satin chemises to velvet robes.

House of Fraser said "the champion of the In-In Collection is the Dress-In-Gown", a garment made with soft towel fabric and sporting bell sleeves, designed to look glamorous and feeling cosy.

Sales analysis data from recently revealed that categories in November 2020 seeing the highest increase in demand include loungewear at +122% year-on-year.

Party clothing however saw a dramatic drop in demand last month at -99%.

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