Jamie Laing, the former Strictly Come Dancing star and new father, has been unveiled as the face of Compare the Market's new 'Dayjamas' collection. The range, inspired by the company's meerkat mascot Aleksandr Orlov, features bold colours and paisley prints designed for all-day wear.
The Dayjamas collection includes a relaxed jacket and matching trousers, intended to be comfortable enough for lounging at home yet stylish enough for answering the door or heading out. According to research commissioned by Compare the Market, 91% of Brits wear the same loungewear for almost any occasion, prioritising comfort and versatility.
Laing commented: "Becoming a dad has changed my view on 'me-time'. Now, I want to feel relaxed and comfortable during quiet moments rather than worrying about my outfit. The Dayjamas collection is about being cozy while still looking chic for surprise guests."
Jo Chapell, Head of PR at Compare the Market, said: "Dayjamas is a light-hearted take on how people are choosing to spend their 'me time' and doing it in comfort and style. Jamie felt like the perfect partner to launch the collection, reflecting a stage of his life where balance matters."
The collection will be released in an ultra-limited run of just 30 pieces, including 15 two-piece sets and 15 jackets. These will be available exclusively via a prize draw on the Compare the Market app, open from 4pm on February 16, 2026, to 11:59pm on March 8, 2026. Entrants must be 18 or over and UK residents. Winners will be randomly selected.
