State of Day is the latest brand to launch as part of the company’s reimagined private brands portfolio

Today, Macy's announces the launch of State of Day, a new restwear, sleepwear and innerwear brand, an exciting addition to the company's ongoing reimagined private brands portfolio. State of Day helps women feel more comfortable and relaxed at home, whether that’s sleeping, drinking coffee, chasing kids, or just relaxing. The collection embodies that perfect, happy-sigh feeling – from light, easy-to-layer pieces to deliciously soft pajamas for a restorative sleep. State of Day is designed to take the busy woman from sunrise to slumber and all the little moments in between. The collection is now available on macys.com, Macy’s mobile app and Macy’s stores nationwide.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20240208017967/en/

State of Day is designed to take the busy woman from sunrise to slumber and all the little moments in between. (Photo: Business Wire)

“We are excited to unveil State of Day, our latest private brand at Macy’s. The new restwear, sleepwear and innerwear collection is designed to provide comfort, versatility and style for the modern woman,” says Emily Erusha-Hilleque, SVP, Private Brands for Macy’s. “State of Day is a testament to our commitment to deliver exceptional quality, style and value with our in-house brands. We continue to build a relevant, design-led modernized portfolio, weaving customer insights with Macy's rich heritage to meet our customers' evolving preferences and lifestyles.”

From sunup to sundown, State of Day helps her relax with staples like the easy lounge pant, the soft and breathable tank, the plush robe, and cozy tees. The assortment is simplified femininity that can be effortlessly put-together. It features soft and luxurious fabrics that are easy to clean, comfortable to wear and size-inclusive for everyone. It’s clothes she can relax in that feel good on the body and the heart.

Feel Good Fabrics

State of Day was inspired by the busy woman who desires to retreat from the hustle and bustle of the day and strives to enjoy the comfort and joy of being home. The collection features luxurious materials that feel like a hug with fabrics known for their quality, performance, and reliability. These fabrics range from warm, cozy knits to crisp, cool cotton, chosen for their ability to regulate temperature and help deliver the most optimal comfort. State of Day has luxe textures and softness to create an elevated look with silk-like materials, modal blends, sweater-knits and finely detailed lace and mesh.

The collection includes over 165 pieces with prices ranging from $8.50-$79.50, and sizes ranging from XS-XXL and up to 4X for sleepwear. The assortment consists of pajama sets and separates, bras and bralettes, underwear, restwear, nightgowns and sleepshirts.

Informed by Customer Research

The customer's voice is at the center of Macy's private brand reimagination. After surveying over 25,000 women and conducting 60 in-store hours of fit clinics, women were able to share their desired feel, function and fit. This research showed that women look for pieces that offer a wide range of options and provide the highest level of comfort. State of Day exists to help women slow down, feel good and take a break from running her world.

About Macy’s

Macy’s, the largest retail brand of Macy’s, Inc. (NYSE: M), serves as the style source for generations of customers. With one of the nation’s largest e-commerce platforms powered by macys.com and mobile app, paired with a nationwide network of stores, Macy’s delivers the most convenient and seamless shopping experience, offering great values in apparel, home, beauty, accessories and more. Macy’s gives customers even more ways to shop and own their style through an off-price assortment at Macy’s Backstage and at our highly curated Macy’s small format stores. Each year, Macy’s provides millions with unforgettable experiences through Macy’s 4th of July Fireworks® and Macy’s Thanksgiving Day Parade® and helps our customers celebrate special moments, big and small. We’re guided by our purpose—to create a brighter future with bold representation that empowers more voice, choice, and ownership for our colleagues, customers, and communities.

View source version on businesswire.com: https://www.businesswire.com/news/home/20240208017967/en/