Britons are throwing off dowdy nighties and dusty pyjamas in search of some serious style in the bedroom, a study has suggested.
Negligees are becoming popular fast, nighties less so
Just a third value good-old comfort over style, and most are willing to pay for that - with just 7% going for price over looking good.
A huge chunk of the population are still wedded to pyjamas - the survey for Mintel suggested.
But the trend is towards glamour, with rampant growth in the negligee market.
Although it makes up just 4% of nightwear sold, the negligee sector has seen the fastest increase during the past five years.
Sex and the City effect
It is up by 18%, while the pyjama market is at 7% growth.
"The trend for more glamorous nightwear in silky and shiny materials mirrors the current trend for sexier styles of women's underwear," said Mintel's Maria Elustondo.
Women spend twice as much on pyjamas as men
"Women seem to be bringing a bit of glamour to the bedroom and there is a real desire to wear seductive and luxurious styles," she said.
The Sex and the City girls and the resurgence of 1920s, 30s and 40s fashions have played their part in the comeback, she added.
Despite the trend, pyjamas are still the most likely garment to be found under UK duvets - donned by 37% of men and 36% of women.
Women now spend twice as much on their pjs as men.
Men who reject pyjamas are likely to be found wearing nothing (27%), their underwear (17%) or an old t-shirt (5%).
Outerwear has also invaded the bedroom, with strappy vest tops and t-shirts featuring more in women's nightwear.
Previously popular nightdresses make up just a fifth of the market.
For the future, Mintel predicts nightwear will grow by another 14% up to 2009 and women's nightwear will continue to dominate.