Luna Day, is a newly launched female loungewear clothing brand, selling luxury workout gear that you can literally where ALL THE TIME (without feeling bad that you didn’t actually exercise, because you look so good).

Luna Day is one of those silver lining moments that have been seen throughout the coronavirus lockdown. Founder of Luna Day, Erin, decided that whilst having the time inside to breathe she needed to follow her passion and took the decision to launch Luna Day after some extensive research. At just twenty four, and with some fashion experience at her past job at Selfridges and Agent Provocateur, she was ready for the challenge.

When speaking to Erin, I was surprised at just a month of business how confident she was in her brand and how she seemed to know exactly what she was doing, despite such a short time since the launch. There is a real ethos and thought process going on behind this new brand, As Erin notes herself, “I have created this because it is so authentic and true to me. I have started this myself with the idea that I want to break the mould of the ordinary. It’s something I thought about for so long and then one day I finally took myself out of my comfort zone and I am so glad I did.”

The Luna Day ethos relies on customers feeling sexy, but more importantly, feeling comfortable in the clothes on offer as they can be worn during the day and the night. Think downtown LA vibes where literally everyone only ever wears gym kit. As Erin put herself, “we want our collection to be able to be worn by women when they meet their girlfriends for margaritas (post-lockdown, of course) and still look fabulous while feeling comfortable. I have always been a huge believer that comfort is key, but sometimes comfort just doesn’t feel sexy. Our brand wants women to feel like they can be feminine without wearing a mini dress and six-inch heels.” It was at this point that I was nodding along in complete agreement, because despite the fact ever seeing me in six-inch heels would be like spotting a white rhino in the wild, I like every other girl out there, know just how long it takes us to get ready for a night out.

When asked why she started the brand, Erin had this to say. “When starting Luna Day I wanted the brand to be unique. I LIVE in activewear…I have taken a lot of inspiration from Los Angeles and New York socialites, as I’ve always loved this look of running from the yoga class to your lunch date.”

When asked about the sizing and fit of the Luna Day sets (as most products come as part of a set), Erin really emphasised how supportive the chosen materials are in catering for a wide variety of sizes (she also noted at this point that she’d bounded around her house doing acrobatics to check the quality of the material, which made me laugh). She especially wanted to focus less on the product itself, and more on how the workout sets make other women feel about their bodies. This especially resonates as a lot of the sets have cropped tops, which can be a sticking point for some women who feel a little less confident.

In terms of what Erin has achieved in her first month of business, it’s clearly been a steep learning curve with a lot of success for such a short period (over 100 orders already!) She notes that she has used her friends to help her promote her content (some are influencers on Instagram) with images of them wearing the collection and credits a lot of her initial success to word of mouth. As she puts herself, “in the day and age we live in now, influencers really do have the power to promote and make something look so desirable that everybody will want to wear it. That has been a massive help for promoting my brand and gaining exposure and interest within the first month of being open for business.” 

It is clear that Luna Day has a seriously bright future ahead, with the likes of Love Island’s Dani Dyer already proudly wearing their sets. We, for one, can’t wait to see more, and get our first set ourselves. This is one new business we will be supporting in every way we can. This is a brand that’s true focus isn’t on earning money, but on making women feel good about themselves. As Erin so poignantly puts herself, “nothing makes me happier than receiving the feedback from my customers. Of women telling me how good they feel in the sets and how they love the quality and attention to detail of my packaging.”