As the terms of quarantine wore on, Australian-born actress and activist, Phoebe Tonkin set out to find a work from home uniform that was comfortable enough to lounge in, sophisticated enough for a quick errand, and business-ready for the unprompted Zoom call. As pragmatic as this seems, her early search fell short of what she really needed for the new normal of a typical 2020 day.
It was then that Tonkin decided to create her own one-step formula leisurewear, LESJOUR!, right in her home city of Los Angeles.
“It’s gone through various iterations,” Phoebe Tonkin explained during our chat via Zoom, sporting one of the new cherry red pieces from her new collection. “I’ve always dressed quite effortlessly and simply, but wanted to find something even more comfortable than jeans and a sweater. The idea then blossomed into something that felt more tailored and elegant than sitting around in a hoodie and sweats all day. This uniform became my reinvention of the ‘leisure suit’, a one-stop ensemble that checks all boxes for life during and post-COVID.”
LESJOUR!’s debut product line consists of six matching loungewear sets in three solid colorways: a punchy red, creamy oatmeal and the essential black. The simplicity of the range is deliberate, intended to make getting dressed an easy feat with not much to think about. “I don’t like to be lost in too many choices,” the designer explains. “I really wanted to focus on flattering shapes that look good on different bodies and feel comfortable, ultimately creating an easy way to think about getting dressed in the morning.” The styles will stay evergreen with new colors every six weeks — a modern ‘drop’ cadence versus the traditional fashion calendar.
When it came to Tonkin’s creative process, she admits she had herself in mind, but notes that she talked her ideas through with her friends (of which she counts cool-girl influencers and tastemakers). “I feel like the four designs are universally flattering, but they also tell different stories,” the business owner elaborates. The Tunic, she explains, is a bit more conservative than the deep-V pajama top, but both can be worn in different ways. She suggests that the pieces’ versatility extends beyond work from home and quick errands — you can reimagine these sets for date night, travel, outdoor dining, ordering in with Netflix, or even a backyard disco, as one of her recent Instagram captions suggests.
Above all, Phoebe Tonkin wanted to make sure that her line itself was sustainable, and considered the environment through every production process. This also meant keeping every aspect of the business local. Each garment in LESJOUR!’s collection is made from ECOVERO, a 100% sustainable, washable viscose made from wood pulp with the hand feel of cashmere. The brand also collaborates with an ethical factory partner, the Better Packaging Company, which is conveniently located a few miles away from the LESJOUR! studio in Los Angeles. All orders are packed in biodegradable and reusable wrapping, and the garments are sold without unnecessary branding; they are simply manufactured with size and care tags.
LESJOUR! makes its debut today, with each separate retailing for $198 online.