LA-based ‘Fear of God’ [IG] brand presents a third act after its second act ESSENTIALS range. ‘Fear of God’s new loungewear collection elevates the brand once again back to it original price points structure.

The new Loungewear 2023 ad campaign by Creative Director Jerry Lorenzo and photographer Luis Alberto Rodriguez [IG] taps models America Gonzalez, Annemary Aderibigbe, Anok Yai and Joan Smalls.

Driven by a lot of cashmere, those price points range from a low of $150 to an upper limit of $1800, the the collection is available now online.

‘Elegance’ is not a common descriptor for loungewear or — pardon-us — athleisure-inspired dressing. Jerry Lorenzo’s relaxed silhouettes with drape — not an easy achievement — invite us to cocoon in Fear of God luxury.

The colors remain neutral but sophisticated in poplin pajama sets, snug boxer briefs, cashmere wool socks, cashmere robes and blankets. Note, looking at the website, the Italian fabric is probably a cashmere/wool blend.

With all the concern and controversy around cashmere and sustainability, both Brunello Cucinelli and Loro Piana sell their heavily-controlled, highest-quality “for people, animals and the planet fabric” production to other luxury brands.

Chanel is in business with Cucinelli and their mutual supplier Cariaggi Lanificiom recently acquiring a 24.5% minority stake in the company. In 2022, Bruno Cucinelli had already acquired a 43% stake in Cariaggi for 15.05 million euros, insuring Cucinelli’s supply.