There is a new rule for the holidays, and it is not “dress up.” It is “dress down.” But not in the way you think.
Free People just dropped its Holiday 2026 campaign called Pajama State of Mind, and it is quietly changing how we think about holiday dressing. The face of the campaign? Iris Law, the British model who has become the unofficial poster child for “effortless cool.”
The idea is simple. Pajamas are no longer just for sleeping. They are the new holiday uniform. Think of them as the softest version of the outfit you would wear to a dinner party, a coffee with a friend, or a morning spent wrapping gifts in your living room.
Law wears pieces like the Easy Morning Double Cloth PJ Shirt at $98, the matching Bubble PJ Pants at $98, and the Felix Pullover at $128. None of it looks like “I just woke up.” It looks like “I chose to feel this good.”
That is the whole point. Libby Strachan, Director of Brand Marketing at Free People, put it best: “Pajama dressing captures that perfectly because it is comfortable and practical while still feeling special and expressive.”
The full collection goes beyond just pajamas. You will find the Opal Rollneck Knit Sweater at $98, the FP One Summit Wrap Hoodie at $168, and the Cozy Core PJ Set at $168. For gifting, there are Holiday Pattern Socks at $16 and Snowed In Slippers at $68. Small things. Easy gifts. The kind that actually get worn.
What makes this campaign work is that it does not ask you to spend more. It asks you to spend differently. A $98 pajama shirt that looks good with jeans is a better buy than a $200 dress you will wear once. Comfort is not a compromise anymore. It is the point.
The Pajama State of Mind collection is live now at FreePeople.com. If you have been waiting for permission to make cozy your holiday aesthetic, this is it.
