Sofia Richie and Matilda Djerf for new Djerf Avenue collab.Photo:Djerf Avenue
Djerf Avenue
Sofia Richie Graingehas you covered for cozy holiday PJs.
She teamed up withDjerf Avenuefor a capsule collection just in time for the holiday season that’s all about comfort.
Matilda Djerf’s clothing brand is launching the Djerf Avenue x Sofia Richie Grainge Go Slow holiday collection consisting of six styles of pajamas and loungewear that are perfect for any at-home festivities where you just want to be snug but still cute.
Richie Grainge, 25, tells PEOPLE exclusively that she’s always been a fan of Djerf Avenue, especially the brand’s loungewear sets. The model wanted to create a collection that could be worn year-round — “easy, versatile and chic!”
Sofia Richie and Matilda Djerf for Djerf Avenue.Djerf Avenue
“As someone who is obsessed with being cozy, I think their loungewear sets are EVERYTHING!” Richie Grainge says. “The material is unbelievably soft. Anyone who knows me knows that I am SUCH a homebody, and there’s no better feeling than finding a perfect set that you just want to live in 24/7.”
Matilda Djerf for Djerf Avenue.Djerf Avenue
The campaign is accordingly cozy, featuring images of Richie Grainge enjoying breakfast in her jammies, peering out a wreath-adorned front door and Djerf, 26, balancing a pile of gifts.
“I had this vision of telling a story of Sofia at home on a holiday morning; running down the stairs with gifts in her hands and opening the door to friends coming over, the simple things in a busy season, and I think that was captured beautifully in this stunning house,” Djerf tells PEOPLE exclusively.
These “simple things,” like the comfort of a holiday morning, resonate with Djerf’s vision of Richie Grainge.
Sofia Richie for Djerf Avenue.Djerf Avenue
“We love her timeless, comfortable and casual approach, it aligns perfectly with Djerf Avenue as a brand,” Djerf says.
Richie Grainge and Djerf first connected through a mutual friend, and Richie Grainge says she was “beyond thrilled” to hear that Djerf wanted to partner with her. The collab was even more special for both women, as its Djerf Avenue’s first design collaboration ever.
“Once we met, we instantly clicked. It was so special to be able to bring my own touch,” Richie Grainge says. “The fact that I was able to work alongside a friend made it even more amazing!”
Djerf believes that Richie Grainge is the perfect person to help tap into the Swedish brand’s largest market in the U.S., thanks to her “fun, relatable and casual approach to social media.”
“Our Djerf Avenue community is our extended family, and Sofia has this warm energy around her that we knew our community would appreciate,” Djerf says.
This holiday season is coming up cozy for Grainge, who says a “big YES” to matching PJs with family and friends, and plans on sharing the Djerf Avenue x Sofia Richie Grainge collection all around.
“I’m excited to gift the pieces to my sister (Nicole Richie) and all of my girlfriends!” she says. “Truly the best gift to give and get!”
Richie Grainge reached new levels of social media stardom earlier this year, when shetook to TikTokto share a behind-the-scenes glimpse intoher wedding. From glamming up for apre-wedding “pool hang”to sharing the moment shewalked down the aisle, Richie Grainge’s social media offered fans a look into her chic world.
On how it feels to be a style icon, one word sums it up for her — “surreal.”
“I’m so incredibly grateful for the overwhelming support I’ve received,” she says. “I never in a million years would have expected that my fashion choices would resonate with so many people — it really is a dream come true!”
Matilda Djerf and Sofia Richie for Djerf Avenue.Djerf Avenue
Djerf has similarly cultivated an online community. The influencer has 3.1 millions followers on Instagram and has connected with a large Gen Z audience thanks to her Scandinavian style — and famed voluminous hairstyle. She launched Djerf Avenue with her boyfriend Rasmus Joahnsson in 2019, and now reaches hundreds of thousands of customers worldwide.
“This has been in the works for some time and we are now bursting with excitement to see our beloved customers in the stunning new PJ styles!” Djerf said in a statement.
“Knowing that people will be wearing a collection with my name on it is an honor,” Richie Grainge adds, “and I’m so excited [to see] the way everyone styles the pieces this season.”
source: people.com
