When the lights dim and eyelids flutter closed, most of us reach for reliable but uninspired sleepwear. HAUS NOWHERE and SHUSHU/TONG say no more. This collaboration—part fairytale, part fashion manifesto—breaks the boundary between sleep and style. In their hands, REM isn’t just a phase of rest. It’s a runway.
Why do we reserve creativity for daywear? Work uniforms, gym gear, party outfits—sure, they’re important. But what about our dreaming selves? HAUS NOWHERE x SHUSHU/TONG asks: what would you wear in the private theater of your subconscious? The answer arrives in the form of six sculptural cervical pillows, each crowned with cyber-Lolita bows, and eleven luxe pajama pieces that would hold their own on a fashion week catwalk.
Think fluid cotton-silk blends in soft florals, maritime navys, and nostalgic blue vichy checks. Think bodysuits, dresses, pajama sets designed to glide between worlds: intimate and shared, comfortable and commanding. This isn’t mere sleep aesthetics. Masterful pattern craftsmanship gives each piece narrative power. Every stitch, every print, sings with intention.
The pillows—a striking highlight of the collection—dramatize comfort. With their oversized bows and structural softness, they are hybrid sculptures: part pillow, part statement accessory. They echo the collection’s experimental tone: tender yet rebellious, gentle yet full of conviction.
Ningning from K-pop icons aespa serves as muse and model for the campaign. Her magnetic presence imbues the launch with global resonance and stylish charisma, bridging East-West cultural currents with effortless confidence. She embodies both the cool restraint of fashion and the emotional freedom of sleep.
The debut pop-ups, launching July 16 in Seoul, will serve as immersive installations. Picture stuffed animals thrown into a rave blackout, soft sculptures glowing under low light. Plush meets art installation. Every angle is visual poetry, every moment a curated dreamscape. These experiences will then journey to Shanghai and Shenzhen, unspooling a dream narrative across cities eager for fashion innovation.
HAUS NOWHERE x SHUSHU/TONG doesn’t just propose lounging in style. It advocates living in a stylistic continuum that embraces waking and dreaming with equal reverence. It challenges the assumption that nighttime comfort must be bland. Rather, it offers an intoxicating alternative: sleepwear as armor. Pjamas as performance. Bedding as fashion.
But what really cracks open the concept is intention. This isn’t vanity sleepwear. It’s design rooted in purpose. It insists that sleep is fertile soil for imagination—and that what we wear while dreaming matters. The collection drills into the lived tensions between soft and strong, inside and outside, private and performative. It invites the wearer to reclaim rest as a space for expression, rebellion, and identity.
Consider sleepwear as a stage. Each piece in this capsule behaves like costume and companion. The fabrics whisper across your skin, the pillows sculpture your posture mid-dream. It’s a tactile and visual dialogue with unconscious creativity. It embodies the notion that what happens in the private sphere echoes into the public one.
In the context of independent fashion, HAUS NOWHERE x SHUSHU/TONG stands apart. It fuses cerebral design thinking with streetwise modernity. Pajamas become powerful canvases. The pillow bows—unexpected, bold, feminine—are the exclamation in a whispered sentence. Together, they create texture and momentum, drawing us into a new dreaming aesthetic.
So, what’s the takeaway? Don’t sleep on this. Literal dreams deserve literal style. Let your restwear be fearless. Let your nighttime be intentional. This collaboration is a precedent: it proves that a dream can be dressed. It proves that the subconscious can be curated. And it proves, beautifully, that fashion’s reach extends even into sleep.
HAUS NOWHERE x SHUSHU/TONG: where soft rebellion meets nocturnal couture. Your dreams just got a dress code.
