ICYMI Trend Watch: Welcome to Bed Rot Summer 🐑

[Left to right: Bachelorette Jenn Tran, Daphne founder Paige DeSorbo, Summer House’s Amanda Batula and Ciara Miller]

I’m calling it, Hot Girl Summer walked so Bed Rot Summer could power nap.

That’s right, 2025’s trend of the summer means you’re taking a horizontal approach. From branded slumber parties to pajama-clad pop-ups, the concept of “bed rotting” is getting a glow-up.

And whether you’re a marketer, creator, or brand leader looking to stay culturally relevant, this one’s for you. There are brand moments from Ikea, Bravo’s Summer House, Giggly Squad host turned pajama designer Paige DeSorbo, Marriott Bonvoy, Kind Snacks and M&Ms.

Plus, three tips for tapping into the sleepy-time trend.

Let’s tuck in.

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🛌 The Rise of the Sleepy Girl Summer

2019: Hot Girl Summer 🔥
2023: Barbie Summer 💖 (with a side of 🍅 Tomato Girl Summer)
2024: Brat Summer 💚
2025: Bed Rot Summer 😴

What started as Gen Z internet speak for “I’m not leaving my bed today” has evolved.

Originally, bed rotting could be the signal of a struggle, but lately the language about lying in bed has shifted to self care and being more intentional with your energy. (See also: Hurkle Durkling.)

And Gen Z leads the trend, according to an Amerisleep survey, spending 498 hours (21 days) a year lounging in bed.

The vibe is drawstring pajama bottoms — Vogue calls them a summer essential — sleepovers, and late-night snacks.

Even TikTok’s revival of Kesha’s Your Love Is My Drug, resurfaced this iconic lyric just in time for summer ‘25: “Do you wanna have a slumber party in my basement?”

It’s time to slow down and count sheep because Gen Z declines the call to grind. They’re rejecting hustle culture in favor of protecting their peace. Bed Rot Summer is everyone’s permission slip to lean back and lounge.

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🧸 Bed-Rot Inspired Brand Moments

👉🏻 Last year, Ikea set a world record for the world’s largest ever pajama party with 2,000+ employees gathering at Ikea’s HQ in Sweden.

This July, Ikea is hosting an invite-only event at one of their California stores called the Ikea Sleepeasy Event: LA Edition. It promises “dreamy and immersive” programming — custom embroidered sleep masks, a vintage photo booth, and classic Ikea snacks — along with sleep essentials styled in a way that allows people to envision the products in their bedrooms at home, according to Paul Anderson, Commercial Activity & Events Leader at Ikea US.

A sleep report that Ikea released in collaboration with the National Sleep Foundation showed U.S. adults weren’t getting enough sleep. “We also found that people are spending over 30 minutes a day thinking about sleep – almost 8 full days a year,” said Anderson. “So we know that this is something that’s on people’s minds.”

Cozy content, incoming.