Can You Wear Pajamas and Resortwear in the City — and Look Stylish?
Street Style and Resort Fashion by Effetto: How the Brand Impressed the Media This Summer
This summer was a breakthrough.
For Effetto, it was not only the season of new collections but also a season of stylistic discoveries. We proved that pajamas can live on the street, tunics can shine at parties, and resortwear can be couture.
This summer was about impact through form, fabric, and presence — about how Effetto stepped beyond the home to become part of both urban and coastal rhythms of life. That’s why it’s time to capture this journey.
An Interview That Resonates: Ukr.net
One of the summer’s highlights was the interview with Anna Skliankina, founder and CEO of Effetto, published on Ukr.net under the title “From Distribution to the Order: The Story of Female Strength.”
This wasn’t just media exposure — it was a story of courage, of creating a couture brand with heart and character. Of moving from large-scale distribution to building a product that has become a voice for thousands of women.
An inspiring story that leaves a mark.
Effetto in ELLE: Recognition That Feels
This summer Effetto became more than a mention in ELLE. ELLE Ukraine listed the brand among the season’s most remarkable Ukrainian names — the ones to know.
“True luxury is not about display, but about what you feel,” the article noted.
For editors who have seen thousands of collections, Effetto became a synonym for intimate elegance. They were especially impressed by the satin pajama set — top and pants — which they styled as streetwear with heels, jewelry, and a blazer.
It’s not just homewear. It’s a foundation for city looks, for “beyond-home” styling, for a femininity that wants to be noticed without shouting.
Publications and Collaborations: Style Without Borders
When clothes become a language, they know no boundaries.
This summer Effetto appeared in multiple collaborations with opinion leaders, stylists, and media.
Effetto was featured in:
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Capsule recommendations
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Styled looks for summer parties
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Guides on transforming pajamas into streetwear
Satin sets, especially in milk and graphite, became the stars of shoots. They were paired with blazers, sneakers, and silk scarves. We saw resortwear flow into city rhythm, as Effetto inspired stylists to create new interpretations of femininity.
From Odesa to New York: Events & Runways
📍 July 26 — SUMMER WEEKEND by Odessa Fashion Day
This wasn’t just a show — Effetto became the visual opener of the event. Our Resortwear, Silk, and Satin collections set the tone for the evening.
Summer weekend in Odesa’s botanical garden was no stage, but a living runway: fabrics moving with the wind, viewers catching every line and detail. The first headlines on BUT.IN.UA began with Effetto. Recognition that matters.
📍 Miami Swim Week
Yes, we were at the very center of resort fashion. Not just as participants, but as a brand rethinking the concept of resortwear.
At SwimShow and Cabana, we presented Resortwear tunics that looked like evening dresses — fabrics that adapt seamlessly to city life.
Effetto proved: resortwear can be couture. Add structure, premium fabrics, and a touch of imagination.
📍 And finally — Curve Expo in New York, August 3–5
At the Javits Center, Effetto showcased new collections, new fabrics, new depth.
Here, we solidified our status as a brand that translates couture not as a concept but as a feeling: Couture you can feel.
Summer Recap: Fashion That Turns Into Feeling
We didn’t just attend events — we projected a new vision of style: where a robe becomes a coat, pajamas become streetwear, and a beach tunic becomes a cocktail dress.
This summer proved: Effetto’s ability to adapt to any context — from city to seaside — made it a media favorite.
We’re not just a brand. We’re a tool for women who want to be themselves anywhere.
On the beach. In the city. On life’s runway.
Q&A: Your Questions Answered
It’s beautiful, but is it practical? Can you really wear pajamas outside?
That’s exactly what ELLE stylists did. They used a satin Effetto pajama set — top and pants — as the base of a streetwear look for a fashion shoot. With heels, a blazer, and jewelry, it became an event-ready outfit. Effetto is designed for life beyond the bedroom. We call it couture you can feel — style that transforms effortlessly.
Isn’t this too “fashion” for relaxation? I want something light and easy.
Our resort collections are created for effortless moods.
They feature 90% cotton, light cuts, and tunics that slip on in one motion but look like a dress for a seaside evening. Clothes in which you can truly be yourself — at the beach or in the city.
I love natural fabrics, but they wrinkle and lose shape. How about yours?
We work only with high-quality bamboo, satin, and silk.
Bamboo feels like second skin but holds its shape. Satin has a silk-like sheen yet is easy to care for. And silk… needs no explanation. Once you feel it, you’ll never want anything else.
I have a non-standard figure. Won’t it fit awkwardly?
That’s why Effetto offers sizes from XS to 6XL. We design patterns with different bodies in mind. All models undergo fit testing on varied body types — from petite to curvy. Every woman deserves a flawless fit, without compromise.
Won’t silk or satin feel too hot in summer?
Quite the opposite. Satin and silk are ideal summer fabrics. They’re breathable, airy, and pleasantly cooling on the skin. Combined with loose cuts, they create comfort that looks like an evening outfit.
Is Effetto only about home and beachwear? What about travel, office, or cafés?
Effetto is for women who want to be themselves everywhere.
A robe can be worn as a cape. A tunic as a dress. A pajama tank as a top under a blazer. We design clothes to transition seamlessly from home to streetwear — and that’s exactly why Effetto made headlines this summer.
