We are living in the age of casual (about time now!), with the popularity of pyjama-style clothing soaring in style and it’s refreshing to see newly-sprung brands reinventing the trend. MAG spoke to Sidra Shaikh at Anana’s who is making waves by blending loungewear with luxury. “What do we have for people who don’t like lawn kay joray but love dressing in a comfortable attire? Nothing! We do have pj’s available but it is not acceptable to wear them outside your room,” simplified Sidra, speaking to our team. “Hence, I wanted to bring something chic yet comfortable. Something you can flaunt on a breakfast date on a night out with your girls. Some of the pj’s are so stylish that you can create a perfect airport look out of it.” And it’s true, we have spotted our A-listers donning straight-out-of-bed yet chic looks during their travels and casual’s wanderings; it’s time we take some #inspo from them. Speaking about how Anana’s was born, Sidra reflects, “Being a women that too in a desi family and pursuing fashion is not as simple as it sounds. I always wanted to do something of my own. I just knew that I have to earn for my travels but at the same time I wanted to choose a medium which I love. I realised I couldn’t commit to a full time job for the rest of my life. It wasn’t easy starting something from scratch but I did with the support of my family and friends. We will turn 1, this year!” Anana’s will soon be launching semi-formal capsule collection of matching separates.