Luxury Brands Take a Page from the Cozy Book. In a surprising shift, high-end fashion brands are embracing comfort and practicality, once the domain of casual wear staples like Uggs. From designer luggage that's as stylish as it is durable, to plush robes and slippers that rival the softness of their athleisure counterparts, the lines between fashion and function are blurring. But what's behind this sudden change of heart, and will it mark a new era in the world of luxury goods?