Tonight, millions of people will tune in to watch cute and quirky Zooey Deschanel fulfill their "Ross and Rachel" fantasies with New Girl costar Jake Johnson. But beyond the lean-ins and the flirty punches, they're also watching Zooey's Mod Cloth-meets-J.Crew wardrobe. And most importantly, her pajamas.
Indeed, Deschanel's character Jess wears some downright nifty PJ sets. Last season, I hearted a red and navy plaid pair so hard that my husband took it upon himself to send Zooey Deschanel a tweet regarding the jammies. (To be fair, she had previously retweeted a message he sent her when he found graffiti in her likeness on the streets of Berlin. The hope was not completely false.)
Alas, she didn't respond. So I did some digging and discovered that Steven Alan made the set. Unfortunately, it was already sold out by the time I was ready to pony up. Was the brisk business because of New Girl?
Steven Alan's publicist says that the label's Hollywood store received plenty of calls in the days following the episode, and that they did sell out of the style. "But so do most PJ sets that SA sells..."
Fast forward to New Girl's January 15 episode. This time around, I fell for Jess's pale blue pajamas trimmed in rickrack. They were much more difficult to find. Luckily, Dana Weiss over at Possessionista.com follows New Girl style pretty closely, and was able to track them down. This pretty set was made in the USA from luxurious Sea Island cotton by LA-based jammie brand Bed Head. (You can buy them at Bedheadpjs.com for $286.)
What I realized in my search for the Bed Head pajamas is that Weiss and I aren't the only ones obsessed with Jess's sleeping gear. There are plenty of blogs documenting her fashion, including What Would Zooey Deschanel Wear?. WWZDW.com has an entire page dedicated to her flannel and cotton outfits. And while Jess is an equal opportunity pajama wearer—lounging in Victoria's Secret and J.Crew, amongst others—she does tend to wear a lot of Bed Head. In fact, when I talked to Bed Head designer Renee Claire Bertrand, she revealed that the pink pajamas Deschanel wears in her Siri commercial were also Bed Head, as were the parrot and pink heart pajamas from New Girl's first season.
Turns out Bed Head's been on TV for years. (Remember Ally McBeal's jammies? Yep, theirs.) While Bertrand can't directly attribute sales to the placements—"it's not like there are credits rolling at the bottom of the screen"—she does believe the exposure is a good thing. "Stylists and costume designers come into the warehouse or the store all the time," she says. "We're the go-to if there's a pajama scene."
Given the amount of effort that currently goes into making TV fashion credits public, I think it's fair to say brands like Bed Head will start benefiting more directly from the placements. After all, Fox did launch an app in November 2012 that allows users to shop items from each episode of New Girl. They're calling it t-commerce. I don't care what it's called, as long as it gets me closer to procuring Jess's awesome jammie collection.