Yawn X LCF

The brand was founded on the premise of beautiful pyjamas that give you a hug; that say it’s OK - good even - to slow down. LCF Academic, Eva Feld worked with Yawn Founder, Alice Whitley to co-create a brief directly addressing Yawn’s business needs. Two carefully selected London College of Fashion graduates designed new products to production-ready standard and original print designs as a solution to gaps in Yawn’s product range.

Hanning Wang graduated from MA Innovative Fashion Production in 2024, which allowed her to envision the lifecycle of the products she was designing - embedding a care for sustainability in from the start. Alessandra Worsnop graduated from BA Fashion Textiles in 2024, and used her command of print, pattern and colour to create designs which emphasised Yawn’s passion for storytelling.

‘Having Marie-Louise managing the project, and Eva managing the students, the quality of work was fantastic (as they) provided a really great oversight to the project.’ - Alice Whitely, Founder of Yawn.