Specialised apparel group Fashionata has announced the launch of its newest label Project REM, a sleepwear brand with a strong cause to help underprivileged women in need.
The Project REM debut spring/summer 2017 collection is available now from David Jones and The Iconic.
With every sleep set purchased, Project REM will provide a bundle of sanitary products to the homeless and disadvantaged.
The brand has partnered with Sanity Extraordinaire Cottons and Share the Dignity, which have both played key roles in the development and launch of the brand.
Fashionata director and Project REM founder Gabrielle Schwartz said the brand was established after she saw a gap in the market for contemporary sleepwear, designed for and inspired by millennials.
“Being a millennial myself, it was clear that there was an opportunity to create contemporary sleepwear that didn’t take itself too seriously. The REM woman cares about comfort and she prioritizes self-expression.
"We want our customers to know that their purchase makes a tangible contribution to the cause. Customers are voting with their taste and their dollars to improve the life of women who urgently need support.
"Their contribution significantly impacts her day - and at Project REM, we hope that she gets to sleep a little easier too.”