Jamie Laing, known for his appearances on 'Strictly Come Dancing', has been revealed as the face of Compare the Market's new pyjama line dubbed 'Dayjamas'. This collection takes inspiration from the company's famous meerkat mascot, Aleksandr Orlov, and is designed to emphasize both comfort and style. The Dayjamas are crafted to be suitable for various occasions, allowing wearers to feel comfortable lounging at home, answering the door, or stepping out for errands without needing to change.

The collection features bold colors and a relaxed fit, aiming to cater to the growing trend of comfort-led fashion. A report indicates that a significant percentage of the British population, around 91%, prefers to wear the same loungewear for multiple occasions, highlighting the shift towards prioritizing comfort over formal dressing. Jamie Laing commented on this development, expressing how becoming a father has altered his perspective on personal time and dressing comfortably.

The Dayjamas collection not only comes with stylish designs but also includes practical considerations like a relaxed jacket and unique prints incorporating the Compare the Market logo and themes associated with Aleksandr. By blending playful fashion and utility, Compare the Market is tapping into a larger movement towards mixing comfort with everyday style, appealing to a broad range of consumers who value both aesthetics and ease in their daily clothing choices.