March 04, 2021 at 08:01PM
Emma Roberts has been a fan of Austin-born brand Understated Leather 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 that read “Count Your Lucky Stars” on the back. As soon as she posted the look 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 is so relevant, but because of the positive messaging 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 colors 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?