POPSUGAR UK

These "Lucky Stars" PJs Have Been Selling Like Crazy Since Emma Roberts Wore Them

04/03/2021 - 08:01 PM

Emma Roberts [1] has been a fan of Austin-born brand Understated Leather [2] since it was founded by Jennifer Kassell, who aims to achieve an Aussie-Americana vibe with her pieces. Last year, the label decided to try taking a Western approach to pajamas for the first time and Roberts's stylists, Brit and Kara Smith, reached out immediately. "We've been super lucky, Emma has supported our brand since the beginning, and we've always had such a soft spot in our heart for her. Within the first couple of months after starting Understated Leather, we gifted her a custom jacket and since then, we've seen nothing but love and support from her over the years," the UL team told POPSUGAR.

Add to that support a slew of curious fans and followers researching the brand of her pink satin pajamas [3] that read "Count Your Lucky Stars" on the back. As soon as she posted the look [4] on her Instagram and IGS, the site saw traffic. "We definitely saw a big increase in site traffic and sold a ton of the set since she posted, which we're so thankful for. We're still a pretty small brand, so getting this kind of love and support from Emma was incredible. We actually sold out of stock after her post, but they're available for preorder now."

The PJs, which retail for $157 for the full set, were designed before the pandemic, but of course now more than ever, they are resonating with customers — not just because loungewear [5] is so relevant, but because of the positive messageing on the back. "While we're a leather brand first, we love thinking outside the box and surprising our customer. You don't see too many Western inspired PJs, so we thought, why not?! It's been a really successful launch for us and we have more styles and colours in the works for 2021," Understated Leather said.

Scroll down to see what all the hype is about and get on board with Emma's taste in sleepwear. How could you resist?

Shop Emma's Understated Leather Lucky Stars Pajamas

Understated Leather Lucky Stars Sleepwear Set [7] ($157)

Boohoo It Was All A Dream Embroidered Satin PJ Set

Boohoo It Was All A Dream Embroidered Satin PJ Set [8] ($18, originally $44)

Romwe Cactus Print Satin Pajama Set

Romwe Cactus Print Satin Pajama Set [9] ($12)

Karen Mabon Circus Shorts Pajama Set

Karen Mabon Circus Shorts Pajama Set [10] ($130)

River Island Tiger Print Satin Pajamas

River Island Tiger Print Satin Pajama Shirt [11] ($39) and River Island Tiger Print Satin Pajama Pants [12] ($35)

Boohoo Sleepyhead Satin PJ Pants Set

Boohoo Plus Sleepyhead Satin PJ Pants Set [13] ($18, originally $44)

Boohoo Room Service Candy Bralet Shirt And Pajama Short Set

Boohoo Room Service Candy Bralet Shirt And Pajama Short Set [14] ($16, originally $40)


Source URL
https://www.popsugar.co.uk/fashion/emma-roberts-pink-pajamas-brand-interview-48199032