Premier Inn parades Pantone matched pyjamas

Premier Inn has launched a limited‑edition sleepwear range. You heard right.

It has used its “moon and stars” iconography and bedtime motifs – sheep, slippers, pillows and alarm clocks – all in the brand’s signature purple, with profits going to Great Ormond Street Hospital Charity.

The line is positioned as a way for guests and fans to “snooze in style” and take a piece of that famously comfy bed home.

Research-backed

The campaign cites research from 2,000 Brits, which found a third of those who wear PJs have up to five ‘pyjama days’ per month where they spend all day in them.

More than a fifth (22 per cent) of people even go as far as saying their jim-jams are their most worn garments.

While 50 per cent said they 'live' in their nightwear during the winter months and 16 per cent declared them to be their ‘favourite outfit’.

And one in five (20per cent) said they put them on the moment they get home.

A further 20 per cent even claimed to put them on by 6pm at the latest over the winter months, to maximise their cosiness.

With almost half of those who wear them (47 per cent) saying they don their PJs by 7.30pm.

Our take

We’re fans of this Premier Inn outing. Sure, it’s frivolous, but for a good cause, and charmingly on‑brand. It just kind of makes sense for a hotel obsessed with sleep to make pyjamas that look like the room key got turned into a pattern swatch.

Visually, it’s social‑friendly, in keeping with the Pantone-matched merch trend, shown by the likes of Tiffany and Barbie, but applied in a small, self‑aware British way that gently nods to the brand’s core appeal.