10 Squared

DAYO Aims to Disrupt Luxury Loungewear Category

Photo Credit: Ron Hill

ATLANTA, Nov. 15, 2018 — New fashion start-up DAYO aims to disrupt the loungewear category with the introduction of their fashionable, comfortable and functional collection that is redefining style for women at home. Just in time for the holiday’s, DAYO will introduce six styles, three sizes in three colors and will feature Chilli from the iconic group TLC as the face of the launch campaign. DAYO will be available exclusively at dayowomen.com.

In the world of DAYO, loungewear means empowering and challenging old paradigms about the lives of women at home. DAYO wants to encourage, support and provide women with a daily reminder of how important and beautiful she is, because self-love can lead to life satisfaction and happiness. For this reason, Chilli, who teaches women to love their uniqueness and to find beauty within, was selected as the face of the launch campaign. Known for her natural beauty and simplicity, Chilli personifies “today’s woman” with her confidence and empowerment.

“I believe self-love is the foundation of true beauty,” said Chilli. “I love that DAYO is empowering women to define themselves on their own terms. For most women home is the core, it’s an extension of self.  If you feel beautiful anywhere it should be at home in DAYO.”

Yolanda White, CEO and visionary behind DAYO, has made it her mission to deliver functional style that compliments mature figures and provides an alternative to unflattering athleisure wear worn at home. Since its inception, it was important to White to create a product that provides women luxurious and flowy designs that allowed women to still look beautiful while finding harmony between home, luxury and comfort. “DAYO is more than fashion. The brand is a movement for women and Chilli is the perfect face of the brand,” said White. “She is accomplished, well rounded, family-oriented and a natural beauty that is on a mission to keep it all together… embodying everything that DAYO is celebrating and elevating for today’s woman.”

 The DAYO collection contains high-quality features, including inner lining, built-in breast support, adjustable straps, hidden zippers, pockets and a high waist to create a smooth finish. DAYO styles are made with 100% natural fibers, designed and manufactured in New York and is washable.

 

ABOUT DAYO

DAYO is disrupting the loungewear/pajamas category with their commitment to deliver functional style that helps a woman be her most confident and beautiful self when she arrives home after a long day. Luxurious-chic flowy designs with built in support allow a woman to maintain a stylish look that can be confidently worn around other people.  DAYO designs compliment figures and invite women to slide into soothing fabrics. Women unwind in style and comfort while still feeling proud to answer the front door, entertain friends and family or do what needs to get done for the people she loves.  Our promise is to make her feel like “HER” again.

 

ABOUT CHILLI

Rozonda “Chilli” Thomas is best known as 1/3 of the biggest selling girl group TLC. Known for their girl-power stance and chart-topping hits, the group received five Grammy awards and numerous additional awards over their twenty-five-year career. She is an actress, health enthusiast, child advocate and spokesperson for select health and beauty products. In addition to continuing to tour with TLC, Chilli has a non-profit organization titled Chilli’s Crew that seeks to teach young women self-esteem and self-care that focuses on beauty from the inside out.

 

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