You’re not alone if you’ve ever scrolled through social media and found yourself drooling over those plush, designer pyjama sets and robes, only to balk at the price tag. Luxury sleepwear has recently become a status symbol, with brands like Hommey leading the charge.
Their viral striped pyjamas and cloud-soft robes have been spotted on influencers and celebrities alike, but they’re hardly budget-friendly at nearly $200 for a set.
Enter Kmart, the beloved Australian department store that’s made a name for itself by delivering on-trend homewares and fashion at prices that won’t make your wallet weep. This time, Kmart has outdone itself with its latest sleepwear ‘dupes’—and the internet loves it.
It all started when social media personality Celine Clark shared her excitement after spotting Kmart’s new pyjama sets, which resemble Hommey’s iconic striped sleepwear.
‘I’ve been waiting for the day Kmart released “Hommey dupes”,’ she gushed, showing off her $14 set.
That’s right—just $14 for the top and pants, compared to Hommey’s $198 price tag for a similar set.
Clark quickly pointed out the thoughtful details: the pants are ‘quite stretchy in the waist’, ‘long, which is nice’, and ‘really warm’.
She also loved the classic blue-and-navy colour palette, available in women’s, men’s, and even kids’ sizes—perfect for those who love a matching family moment (or a cheeky Instagram snap).
But the pyjamas aren’t the only thing causing a stampede to Kmart’s sleepwear aisle. Shoppers have also discovered a dupe for Hommey’s much-loved robes.
Originally priced at $29, these online dressing gowns have been discounted to just $18. They come in pink and blue, and while the price is a fraction of Hommey’s $149 original, there’s a catch: they’re flying off the shelves.
The rise of ‘dupes’—affordable alternatives to high-end products—is nothing new, but it’s certainly having a moment.
For many Australians, especially those on a fixed income or watching their spending, the idea of getting the look for less is irresistible.
It’s not just about saving money; it’s about feeling included in trends that might otherwise be out of reach.
Kmart’s ability to tap into what’s trending and deliver it at a price that works for most households is a big part of its enduring appeal.
Whether it’s homewares, fashion, or now, luxury-inspired sleepwear, Kmart makes us feel like we’re getting a little slice of the good life, without the guilt.
Let’s be honest: the pandemic changed how we think about comfort. Loungewear and sleepwear have become everyday essentials, not just something you throw on at bedtime.
With more people working from home or embracing a slower pace, investing in quality sleepwear (or at least, sleepwear that looks and feels luxe) has become a small act of self-care.
But you don’t need to spend a fortune to treat yourself. As Kmart’s latest range proves, you can look and feel fabulous for less than the cost of a takeaway dinner.
Have you managed to score one of Kmart’s luxury sleepwear dupes? Are you a fan of the ‘dupe’ trend, or do you prefer to splurge on the real deal? We’d love to hear your thoughts and shopping tips! Share your experiences in the comments below.
Also read: Kmart customer’s shocking find triggers investigation
