The luxury sleepwear brand The Lazy Poet’s first-ever men’s pajama collection was a bold expansion and At the heart of this launch is Emiliana Hedderich, the designer who helped bring founder Margarita’s vision to life by infusing the brand’s aesthetic with a distinctly masculine twist.

While the decision to branch into menswear originated with Margarita, Hedderich played a pivotal role in shaping the collection’s creative direction. “My approach was collaborative,” she said. “I helped translate her initial ideas into a tangible collection that aligned with The Lazy Poet’s identity but with a masculine edge.”

Best known for its dreamy prints and artistic storytelling, The Lazy Poet has built a reputation for narrative-driven designs. For the men’s line, Hedderich set out to preserve that distinctive charm—while adapting it to resonate with a new audience.

“To bring The Lazy Poet’s signature style to a masculine audience, I focused on refining the visual language,” she explained. “We aimed for designs that felt fresh, confident, and wearable, while still rooted in playfulness and detail.”

The creative process behind the line was a meticulous exploration of many concepts. Hedderich began by researching menswear trends and studying other brands to understand what resonated in the market. From there, she reinterpreted existing TLP prints—adjusting scale, palette, and layout to achieve a more understated and tailored aesthetic. Inspiration came from vintage travel, natural landscapes, and bold botanical motifs, all of which shaped the collection’s mood boards and final designs.

One of the most unexpected challenges, Hedderich noted, was striking the right balance between the brand’s feminine-leaning artistic style and a more minimal, masculine appeal. “It pushed me to think differently about scale, color, and composition,” she said. “But it also opened the door to exciting discoveries—like how versatile some of our existing prints were with just a few thoughtful adjustments.”

The result is a debut line that really encompasses the brand’s identity by being rich in hand-drawn elements and visual storytelling yet feeling entirely new. A standout moment for Hedderich was designing a print that utilized structured layouts with subtle detailing, capturing the essence of the brand while charting a fresh course.

The launch marks more than just a product expansion—it signals a significant evolution in The Lazy Poet’s identity. “It reflects the brand's growth and adaptability,” Hedderich said. “We’re embracing creativity and inclusivity and showing that TLP’s voice can reach different audiences without losing its soul.”

Looking forward, Hedderich envisions the men’s line growing into a full lifestyle experience, with potential for new categories and creative collaborations. “There’s so much room to explore,” she said. “This is just the beginning.”

With Hedderich’s creative design leadership and the brand’s willingness to push outside their comfort zone, The Lazy Poet’s menswear debut is an important move to expand the brand. Showing their customers that there is much more to come in the near future.