Stylish evenings in with Yuu
Yuu - which derives from the Japanese word for 'evening' - is the brainchild of former David Jones womenswear buyer Alison Grant.
Grant, who also spent six years as head of womenswear for Melbourne apparel specialist Yarra Trail - said she created the label to fill a notable gap in the market.
"The young end of the market seemed to be very well catered for but there was very little at the older end of the market for 35-plus loungewear that takes you to bed," she said.
Comprising a range of co-ordinates and layered separates, Yuu was designed to provide women with a mid-market sleepwear and loungewear offer inspired by daywear fashion, she said.
"Yuu's target customer is middle to upper market in taste and income, fashion conscious but not a leader in fashion; she wants individuality and an opportunity to put her own look together and seeks stylish comfort rather than a young and fitted or a mature and dowdy look."
Offered in sizes from small to extra-extra large and at price points averaging around $39.95 for basic tees and $69.95 for sleep shirts, the range would consist of six fashion stories in a range of soft colours and fabrications.
Grant did not rule out long term expansion of the brand into further categories, with the 'Yuu' tag lending itself easily to extensions such as 'Yuu flirt', 'Yuu seduce' or 'Yuu lounge'.
For the time being she hoped that the brand - which had already attracted interest from selected David Jones department stores and sleepwear specialists - would gain further interest through its launch in the lingerie and intimates section of leading fashion trade fair Fashion Exposed, to be held in Sydney from March 11 to 13.
Potential advertising support from broad sheet lifestyle supplement Good Weekend and Donna Hay Magazine would also no doubt spread Yuu's mission, she said.
"It's really very simple. I want yuu ladies to feel sensuous and wonderful about themselves."