Hey TLC family—get ready to slip into the dreamiest cute pyjama sets ever because we’re taking you behind the scenes of our Sunday Morning Collection and our Mother’s Day collab with Little & Fern!
From Pinterest-perfect coquette vibes to the softest matching mum and baby pyjamas, we’re serving up all the cozy, aesthetic goodness. We’re breaking it all down—from vision to reality, the prints up close, juicy BTS moments, and a sneak peek at the incredible women who made this happen.
Our Sunday Morning is officially live to shop but, stay tuned as our Mother’s Day drop hits 30.04.25 and if you’re in The Club Community, you already know because you get all the inside scoop first!
Pinterest Dreams & Cute Pyjama Sets
Sunday Mornings
For Sunday Morning, we set out to create the ultimate dreamy pyjama collection—because let’s be real, nothing hits quite like a slow, cozy weekend morning. Inspired by the coquette aesthetic, this collection is all about feminine elements like whimsical hearts, dainty florals and sweet bows (aka, a Pinterest girlie’s paradise).
At the heart of this collection? Our exclusive Coquette print because if anyone embodies the coquette aesthetic, it’s a Pinterest girlie. From mood board to reality, we absolutely nailed the assignment. Our models served all the soft, feminine energy in our cute pyjama sets and nighties, complete with delicate bows in their hair. To make it all feel extra magical, we surrounded the set with fluffy clouds—because waking up in your Sunday Morning pyjamas feels like a dream come true.
Every detail was designed for peak Pinterest vibes—think vintage hand mirrors, delicate hair brushes, hardcover books, and the daintiest teacups. Bowls of fresh fruit and popcorn made for the ultimate lazy morning setup, while soft pillows and plush blankets completed the cozy dreamscape. The end result? A whimsical, effortless aesthetic that looks straight out of your "Dreamy Mornings" Pinterest board.
Sunday Mornings is officially live, so grab your set and wake up looking like the dream that you are.
Moodboard:
Behind The Scenes:
Sunday Morning Collection:
Matching Mum and Baby Pyjamas
Mother's Day Magic
We teamed up with baby brand Little & Fern to bring you the sweetest Mother’s Day gift EVER—matching mum and baby pyjamas, plus an ultra-soft robe that feels like a hug.
We captured three incredible mamas at different stages of motherhood—Emma (pregnant), Nathalie (with her 9-month-old), and Grace (with her 1-month-old). Our goal was to create pure, raw, unfiltered motherhood moments. We played into the fruit print with fresh-cut fruit scattered around a cozy couch draped in soft fabric for that ‘just-woke-up-like-this’ vibe. It was all about celebrating the beauty of motherhood—the sleepy cuddles, the quiet giggles, and the love that fills the early hours of the day.
Cute pyjama sets paired with fresh, vibrant fruit were the perfect touch, adding to that effortless, comfortable atmosphere we were after.
The Mother’s Day Collection drops 30.04.25 10 AM AEST, and trust us, you don’t want to miss it. Mark your calendars and get ready to match with your mini in the sweetest way possible!
Moodboard:
Behind The Scenes:
Meet the Models!
Say hello to the gorgeous mums who brought this campaign to life! We had Emma, a glowing mama-to-be (again) wearing ML, Grace with her precious newborn in SM, and Nathalie with her energetic nine-month-old in XS.
Since The Lullaby Club is all about supporting women through every stage of motherhood, we wanted to showcase three different journeys—especially with Mother’s Day just around the corner. Emma showed just how effortlessly comfy our pieces are during pregnancy, while Grace and Nathalie highlighted the practicality of our easy-access shirts and nighties for breastfeeding. And with a busy little one on the move, Nathalie proved that staying cozy while keeping up with bub is totally possible wearing The Lullaby Club.
These women are incredible, and we can’t wait for you to see more from this dreamy shoot. Keep scrolling for all the heartwarming moments!
Capturing the Pyjama Campaign
To start the day, we focused on capturing all of our e-commerce imagery, highlighting the functions, details, prints, and styles that will be launching in both the Sunday Morning and the Mother’s Day Little & Fern x The Lullaby Club collection. It was all about showcasing the best of both collections—from the comfort and versatility of the pieces to the exclusive prints and thoughtful details. Scroll through to see just some of the gorgeous pyjamas that make up these two collections.
From Mother’s Day Magic to Sunday Morning Bliss
After wrapping up our ecomm shoot, we dove into the campaigns for Mother’s Day and Sunday Morning. First up, we embraced the wholesome vibes of Mother’s Day. We captured the adorable little ones in their outfits, wrapped in sweet kimonos and frilled onesies, we were internally screaming (in the best way!). Then, we moved on to capturing heartfelt moments, with the gorgeous mums having tender moments with their bubs—whether it was breastfeeding, snuggling, or cradling a growing bump. Our goal? To showcase the beautiful keepsake moments for this Mother’s Day collection, all while highlighting cutes pyjama sets and the ultra-soft robes that make these moments even more special.
Next, we transitioned to the Sunday Morning collection, and oh my, did it get ethereal! A quick set change and we were surrounded by fluffy clouds—honestly, the team had so much fun putting this together! The Pinterest-worthy dream vibes were coming to life right before our eyes. While we kept the motherhood functions front and center, we made sure every shot radiated the sweetest, most feminine moments. Take a peek at the behind-the-scenes action in the B-roll!
Sunday Morning is Live & Mother's Pyjamas Drop Coming Soon!
The Sunday Morning Collection is officially LIVE and ready to shop online NOW! Say hello to the comfiest, coziest pyjama sets, perfect for those lazy weekend mornings. And guess what? Our Mother’s Day collab with Little & Fern is launching on April 30th, 2025, at 10 AM AEST! You don’t want to miss this one, so mark those calendars and don't forget to tell hubby about your new pyjamas.
Oh, and if you're part of The Club Community, you get early access—1 hour ahead of everyone else! Trust me, this collection will go fast, so don’t miss your chance to grab it before it’s gone!
We can't wait to see how you wear your cute pyjama sets from the Sunday Morning collection. Whether you're lounging with your little one or enjoying a little "me time," this collection is all about making those moments even sweeter.
Stay in the loop with all the latest, from sneak peeks to BTS goodness, by following us on socials:
Instagram: @thelullabyclub
TikTok: @thelullabyclub
Pinterest: @thelullabyclub
Facebook Group: The Club Community
Get ready to shop,
Jayde x
When does Sunday Morning launch?
It launched on 02.04.25 at 10AM AEST! Hurry and shop the Sunday Morning Collection while you can—these cozy, dreamy pyjama sets are waiting for you!
When does Mother's Day Little & Fern Collaboration launch?
The Mother’s Day Little & Fern Collaboration drops on 30.04.25 at 10 AM AEST, just in time for Mother’s Day! You won’t want to miss this one, so mark your calendars!
What pieces are in the Sunday Morning collection?
In the Sunday Morning collection, you can shop the PJ shirt, PJ pants, PJ shorts, and PJ nightie, all featuring our exclusive Coquette print.
Are there matching mama and mini outfits in the Mother's Day collection?
Yes, there is! You can expect our classic PJ shirt, PJ pants, and PJ shorts in matching prints, perfectly paired with Little & Fern’s frilled rompers, and kimonos. Plus, we're also offering an ultra-soft robe that completes the matching set for the ultimate cozy vibes!
