Biba launches new sleepwear line, reopens stores
Women’s ethnic wear brand Biba has launched a new sleepwear line and has reopened its brick-and-mortar stores with new health and safety precautions.
“We are redefining sleepwear for you to keep you comfortably stylish and snugged in at home,” Biba announced on Facebook, as it launched its new sleepwear line on June 2.
The new range features printed maxi dresses, loose sets, and separates in the brand’s signature bright hues and traditional style prints.
As extended lockdown leaves a dearth of special occasions and significant drop in the demand for occasion wear, many brands are adapting to people staying at home with new collections and clothing lines designed to be worn at home. Where Biba has expanded into sleepwear, other brands are launching athleisure and ‘work from home’ lines to cater to evolving consumer tastes.
Biba also reopened its brick-and-mortar stores at the end of May. Shop staff have been provided with personal protective equipment including face masks and gloves and stores are regularly cleaned, the brand demonstrated in a video posted on Facebook.
The brand is currently running a ‘Biba for India’ media campaign to celebrate traditional Indian design. Many brands and organisations are encouraging shoppers to spend their money on Indian-made products to help the economy to recover from the extended lockdown.
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