In the past, Amelia Parker put a lot of effort into what she wore each day, but found herself changing into her “rattiest T-shirt” after getting home. Recalling that her mother, local artist Anne Darby Parker, often encouraged her to dress in a way that would make her feel her best all the time, she sought to find more elevated options—and to help other women do the same. Taking her mother’s advice to heart, Parker launched her line, now called Darling Loungewear, in July 2023. “I wanted people to feel beautiful, even when traveling or running errands,” she says.
Her brand debuted as Amelia by Amelia, offering pajama sets, boxer shorts, bathrobes, and dresses designed to be dressed up or down. The pieces are made with lightweight, versatile fabrics chosen for comfort and style in the Southern climate.
In March 2024, Parker, who gained fashion experience working for Madison Mathews, rebranded to Darling Loungewear. “The name ‘darling‘ felt really timeless and Charleston and Southern,” she says. “It captured exactly the essence I wanted.”
And, after running the business from her apartment for just over a year, Parker recently moved to an office and began building a team. Her collection is available on her website, and she has plans to offer a pop-up experience in the coming year.
The brand resonates with customers seeking elegant, practical clothing. Its signature “Sweet and Short” set is the best-selling style, while the one-size-fits-all robe is a popular gift for brides and new mothers. “I’ve been able to be a part of major milestones in women’s lives, which is the coolest thing ever,” Parker says.
