A new lifestyle brand created by Cumbrian born and bred Anna Aston has been featured in national fashion magazines and worn by an array of social media influencers in its first quarter as a business.
Look & Cover is a contemporary brand creating lifestyle items for special moments, each with the personal touch of monogrammed initials. In October 2018, the brand launched its debut collection of women’s and children’s sleepwear. Crafted by a boutique atelier and made with European, pure cotton fabrics, each set of pyjamas comes with bespoke embroidery added at its studio in Penrith.
The simple yet striking concept has quickly caught the attention of national press with Red Magazine featuring Look & Cover in its December editors’ letter and Marie Claire ranking the brand in its latest list of ‘best pyjamas’. The brand has also been a hit with many social media influencers and celebrities including Cumbria’s own Helen Skelton, prolific creative Dominique Davis of popular blog All That Is She, best-selling author Dolly Alderton and Insta-sensation, Katie Hiscox of Wears My Money.
Look & Cover was founded as a creative side project by business owner Anna Aston for people who appreciate the little luxuries in life. Anna said: “I founded Look & Cover because I struggled to find really, memorable gifts that family and friends would love. Everything was either cheap and throwaway or hugely expensive so, I decided to create my own brand with personalised products that were of beautiful quality but without the extortionate price tag.”
Look & Cover’s launch collection features a collection of pyjamas and robes in lightweight cotton and shades of dusky pink, soft sage green, natural white, rose red and
a classic navy. The sleepwear is designed in a classic tailored style, with long sleeved shirts, trousers and drawstring shorts for women, and shirt and shorts sets for children. Look & Cover taps in to the customisation trend with complimentary monogramming, embroidering up to three letters above the breast pocket and on the hem of each item – making them truly bespoke to the customer.
Look & Cover is already a hit with brides and their bridesmaids on wedding mornings, mums and children who love matching outfits and as thoughtful gifts for women of all ages. The brand shares its passion for life’s little luxuries via its blog and social media platforms, with plans to expand into further fashion styles, homewares and lifestyle products. This spring, the luxury brand is set to launch a collection that will include new sleepwear designs as well as a modern loungewear collection.
Anna said: “We couldn’t have hoped for a better reaction to our launch sleepwear collection. With the busy lifestyles people tend to lead nowadays, my hope is that these pyjamas ensure our customers take a moment for themselves but doing so in a luxurious way that makes them feel amazing. The feedback and national media coverage has been fantastic so far. As a small independent brand it’s exciting to be off to such a flying start and we can’t wait to see how the brand grows over the next year. I’m especially excited about the launch of our loungewear in the spring!”
Look & Cover pyjamas for women are available in small to extra large priced £45 for the long sleeved shirt, £35 for long sleeved pants and £30 for shorts. Women’s robes are priced £60 and children’s short pyjama sets are priced £45 from ages 3 to 10.
“I founded Look & Cover because I struggled to find really, memorable gifts that family and friends would love. Everything was either cheap and throwaway or hugely expensive so, I decided to create my own brand with personalised products that were of beautiful quality but without the extortionate price tag.”