Soft Living: Why Women Are Investing More in Restwear

For the longest time, rest was something many women felt they had to earn.

We glorified being busy, constantly rushing from one thing to another, and often overlooked the importance of slowing down. But over the past few years, I’ve noticed a quiet shift — both within myself and among our customers. More women are beginning to embrace softer living. Creating slower mornings. Spending more intentional time at home. Choosing comfort without wanting to compromise on beauty or femininity.

And somehow, what we wear during these moments matters more than we realise.

At Bells & Birds, we’ve always believed that sleepwear should feel special too. Since founding the brand in Singapore back in 2014, I wanted to create pieces that women could truly unwind in — pieces that felt elegant, comforting, and thoughtfully made.

Over the years, I’ve seen how restwear has evolved from something purely functional into something much more personal. Customers come in looking for pyjamas, but often leave talking about how they want to feel: softer, calmer, more put together at home, more intentional with the little moments in life.

Some are shopping for a bridal robe they’ll wear on one of the most important mornings of their lives. Others are looking for a cosy set to lounge in after long work days, or a meaningful gift for someone they love. Increasingly, women are investing in fewer but better things — breathable fabrics, timeless silhouettes, and pieces they genuinely look forward to wearing at the end of the day.

I think that’s what soft living really is. Not extravagance, but creating small moments of comfort and beauty within everyday life.

There’s also something incredibly comforting about rituals. Changing into a soft pair of pyjamas after a long day. Lighting a candle. Sitting quietly with a book. Watching the morning light stream in while having coffee in a silk robe. These moments may seem ordinary, but they become the moments we remember most.

As a brand, we’ve always gravitated towards that feeling — romantic, relaxed, slightly nostalgic, and deeply personal. Our lace robes are still handmade in small batches, our mulberry silk pieces are carefully selected for softness and breathability, and every creation is designed with the intention of helping women feel comfortable in their own skin.

If you ever find yourself craving a slower afternoon, we’d love to have you step into our little space at Cluny Court, tucked beside the Botanic Gardens. Whether you’re looking for something for yourself, a thoughtful gift, or simply curious to try our pieces in person, we hope it feels like a quiet escape from the rush of everyday life.

After all, soft living isn’t really about what you buy. It’s about how you choose to live — a little slower, a little gentler, and with more intention.