Proving that PR stunts are always in vogue at London Fashion Week, Travelodge has launched a dress inspired by a duvet.

The budget hotel brand has teamed up with Kate Moss lookalike Denise Ohnona to launch what it claims is the ‘world's first 24-hour dress’.

The dress, which has been designed to give the feeling of being tucked up in bed all day, is based on research from the brand which reveals just how much British consumers love their beds. Research from the budget hotel brand shows the majority of British consumers like to be in bed by midnight. While a long journey home can ruin the night for 40%.

The research also revealed that, for over a quarter of the nation, a new outfit (28%), and somewhere to stay nearby (26%) are the most important for Brits to have the time of their lives. Followed by a late-night carb hit (for 22%), four friends to dance the night away with (19%) and Instagram-worthy pics (for 11%).

Holly Oades, Director of Brand at Travelodge, explained: “Our ‘24-Hour Dress’ shows how easy it is to seamlessly shift from a night out to a good night’s sleep without missing a beat. Paired with Travelodge's well-priced and well-located stays, more people can enjoy their night to the fullest and rest their head when it’s time to call it a night.”

With London awash with PR stunts and London Fashion Week-themed pop-ups, for marketing professionals the glow of London Fashion Week is still worth getting out of bed for.