Jamie Laing Unveiled as Face of Compare the Market's Dayjamas Collection
Former Strictly Come Dancing star and new father Jamie Laing has been revealed as the ambassador for Compare the Market's innovative Dayjamas collection. This exclusive loungewear line draws inspiration from the insurance comparison website's iconic meerkat mascot, Aleksandr Orlov, blending comfort with bold, intentional styling.
A New Perspective on Comfort and Style
Jamie Laing, reflecting on his recent journey into parenthood, shared how his outlook on personal relaxation has evolved. "Becoming a dad has fundamentally changed my view on 'me-time'," he explained. "Now, I prioritise feeling relaxed and comfortable during quiet moments, rather than stressing over my outfit choices. The Dayjamas collection perfectly captures this ethos—offering coziness while maintaining a chic appearance, ideal for unexpected visitors."
The collection features vibrant colours and patterns, including woven paisley designs and the distinctive Compare the Market meerkat logo. Each set is completed with a relaxed jacket, crafted to look deliberate whether worn at home, answering the door, or venturing out briefly.
Inspired by Nationwide Comfort-Dressing Trends
This launch taps into a significant shift in British fashion preferences, where versatility and comfort take precedence. Recent research indicates that an overwhelming 91% of Britons now wear the same loungewear for nearly every occasion, opting for practicality over frequent outfit changes.
Jo Chapell, Head of PR at Compare the Market, emphasised the collection's playful approach. "Dayjamas is a light-hearted interpretation of how individuals are choosing to enjoy their 'me-time' in both comfort and style," she stated. "Jamie emerged as the ideal partner to introduce this line, mirroring a life stage where balance is paramount. At Compare the Market, our mission is to reduce the time spent on life admin, thereby granting people more opportunities for personal relaxation."
Ultra-Limited Release and Prize Draw Details
The Dayjamas collection will be released in an exceptionally limited run of just 30 pieces, comprising 15 two-piece sets and 15 jackets. These items will be available exclusively through a prize draw hosted on the Compare the Market app, rather than via retail purchase.
The competition opens at 4pm on February 16, 2026, and closes at 11:59pm on March 8, 2026. Eligibility is restricted to UK residents aged 18 and above. Thirty winners will be randomly selected to receive either a Dayjamas shirt and trousers set or a jacket, with full terms and conditions applying to all entries.
This initiative underscores Compare the Market's commitment to enhancing consumer leisure time, while Jamie Laing's involvement highlights a relatable narrative of modern parenting and self-care priorities.
