THE BROADSHEET | Bringing Sleepwear to the Streets

By Tatiana Farley

Byron-Bay based Alexandra Wright and Brittany Chadwick met a decade ago and “just clicked”. They often co-ordinated business trips to the US or Bali where Wright would source vintage denim for her Xandra Vintage online store, and Chadwick (a silversmith) would work on her jewellery label, Azura.

With a complementary skill set between them (Wright also worked as a freelance graphic designer and Chadwick a sales and marketing executive), the two always planned to join forces when the right opportunity came along.

The two sold their businesses in January last year and have been busy building their fashion label Seiyo. Born out of a desire to reinvent sleepwear as streetwear, their line of hand-embroidered silk separates is inspired by “the louche look of Coco Chanel in the 1920s”. The debut Lolita collection is named after Vladimir Nabokov’s novel. It’s evocative of the kind of attire you would wear scampering around a dreamy Parisian boudoir – flouncy, silky two-piece sets “one could be lazy in, but still look en pointe”, designed to be worn day or night.

The range will launch on July 1 but the label’s Instagram account has already amassed more than 8000 followers, even though nothing has yet been available to buy. A community of fans waits patiently for the founders to finish fussing over the final stitches.

THE BROADSHEET | From the Boudoir to the Bar: Eight Local Loungewear Labels

By Tatiana Farley

An unlikely trend that has real staying power, slip into these silky separates, from hotel-style slippers you can wear to the pub to sexy lace camisoles.

With winter creeping towards us, the appeal of lounging around in silk and slippers is more and more irresistible. What better way to hibernate than in sleepwear-inspired apparel that offers both comfort and old Hollywood cool.

And if the past five years of the activewear trend has shown us anything it’s that comfort is key. Accordingly, the practice of wearing the humble pyjama during the day and as eveningwear has also been quietly embraced for several years.

Bottega Veneta, Fendi and Roksanda are a few of the international designers embracing sleepwear as evening wear this year. In Australia the comfortable aesthetic has been championed by labels such as Byron Bay-based Seiyo, which is tapping into Australia’s love of leisure dressing.

Love the idea and not sure where to start? This is a round up of eight local labels taking sleepwear to the streets, from nighties and slips to piped silk tops and relaxed drawstring pants and slippers.


Byron Bay newcomer Seiyo is poised to launch on July 1 for pre-sale with a 20-piece collection that weaves sleep and street. Silk plays ultimate muse to Alexandra Wright and Brittany Chadwick’s label, which takes cues from “the louche look of Coco Chanel in the 1920s”.

Seiyo’s debut collection, Lolita, is evocative of what one would wear to saunter around a dreamy Parisian boudoir, and each charmeuse piece is designed to be worn day to night. Seiyo’s pieces have a 19-momme thread count, so the silk is high quality.

“As a graphic designer by trade I’ve always been drawn to comic books,” says Wright, who weaves quirky motifs like sushi rolls and playful one liners like “just roll with it” into her designs.

THE WEEKEND EDITION | SEIYO blurs the boundaries between sleepwear and streetwear

By Lauren Griffiths

This Byron-based brand invites you to step out in your sleeping threads while still looking ethereally refined, thanks to a debut collection of dreamy silk garments.

Last weekend saw the unveiling of SEIYO’s otherworldly compilation of camisoles, kimonos, blouses, blazers and underwear – in short, the kind of garments that take you from bed, couch or home office to anywhere you gosh darn choose. Pronounced “say-yo” and meaning ‘from the west’, the label has been brought to life by ex-Western Australian founders Brittany Chadwick and Alexandra Wright, who now find themselves based in the inspiring bosom of Byron Bay. Combining their respective backgrounds in marketing and sales with graphic design and branding, the pair has filled a gap in the market that called for comfortably stylish pieces that look equally fitting in the bar or bedroom.

Garments are cut from silk boasting the highest thread count available (19 momme) and crafted into elegant pieces to form the brand’s debut collection, LÖLITA. Drape yourself in an exclusive Casper Kimono featuring an embroidered back motif and hand beading, slip on 100 percent silk Eli lounge shorts with gold chrome beading or pop into the high-neck Steve mini dress with silk piping, gold chrome buckles and rounded side splits. Styles are produced in very limited numbers to avoid excess supply and minimise wastage – order now for shipping on July 17. Peep the debut campaign and shop the SEIYO treasures online.