Effetto and Editors: How Pajamas Became the Foundation of the Modern City Look

Effetto in Editors’ Wardrobes: When the Voice of Fashion Chooses What to Wear

There is recognition that can’t be measured in covers or publications.
It appears when those who set the mood and standards of the industry choose a brand for their own lives.
That’s exactly what happened with Effetto this spring and summer.

Fashion editors are people who work daily with the world’s best collections, seeing dozens of new pieces at shows and showrooms.
And when they stop at a certain brand for their personal wardrobe — that’s the most honest and weighty compliment.

Effetto in Iryna Tatarenko’s Wardrobe

One such moment for us was when Iryna Tatarenko, Fashion Editor at Marie Claire Ukraine, chose Effetto pajamas for her own outings.
She appeared in black pajama pants from the Gone with the Wind capsule, styled with a cream blazer, light high heels, and a matching bag.

This styling is an example of how a look traditionally considered “homewear” can become part of the modern rhythm.
It shows how easy it is to move beyond classic perceptions: pajamas are no longer just for home, but a tool for self-expression.

In photos from the event, it’s clear: this combination is not just a trend but a story of confidence.
The soft texture of the fabric alongside the sharp line of the blazer creates balance — comfort meets the power of silhouette.

The Choice of Kseniia Vynohradova: A Modern City Look in Effetto Style

Another highlight for us was Kseniia Vynohradova, Editor at Insider UA, appearing in a black pajama pants set from the Satin Elegance collection.
She chose a classic blue blazer, black heels, and a light handbag, creating exactly the kind of modern city look we imagined when designing our collections.

Here the styling works 100%: a basic satin set looks modest and elegant, but in combination with a blazer it gains dynamism and character.
This is an example of how street style can literally be born from pieces that just a few years ago seemed exclusively for home.

What Unites These Stories?

Two different worlds, yet both about the same things:

• Personal choice

• Confidence in one’s style

• The ability to see potential for styling and creativity in simple forms

These two editors, each in their own way, proved that Effetto has long stepped outside the boundaries of home.
Our pajamas have become a universal tool for creating modern city looks where individuality matters more than rules.

Street Style: The New Role of Pajamas

When we first created Effetto, people often asked: “Can your pieces be worn outside the home?”
Today the answer is obvious.
Fashion insiders have shown that yes — and this is exactly what makes them special.

Street style has been blurring the line between casual and homewear for several years.
But right now, thanks to moments like these, it’s clear: pajama pants can look just as confident on a red carpet or at a business meeting — if styled right.

Why Editors?

Editors have access to the very best. They see all brands and trends first.
And if they themselves, outside of work, choose a particular piece — that’s a sign not of trend, but of value.

For them, Effetto is not just another name, but a way of speaking fashion differently.

Their choices show that pajamas can form the base of what was once seen as a challenge to traditional fashion: comfort that looks like luxury.

A New Wardrobe: From Home to City

What seemed impossible a few years ago is now the norm: homewear steps out of the apartment.
Pajama pants in the right combinations are no longer associated with loungewear — they have become the base for modern city style.

This wardrobe transformation is one of the key shifts of the decade.

Effetto styling integrates easily into city rhythm:

• Pajama pants + blazer + loafers = day casual

• Pajamas + heels + clutch = evening look

• Pajamas + sneakers + oversized blazer = street style

What Do Editors Themselves See in This?

We asked fashion insiders already wearing Effetto. Their answers came down to three things:

• Versatility — pieces can be styled in multiple ways

• Materials — natural fabrics that feel completely different on the body

• Simplicity of forms — timeless, not tied to seasonality

Effetto as Private Space

The secret of Effetto’s popularity is that these models create a sense of personal space even in the middle of the city.
Women working in dynamic industries find balance in them.

It’s not about looking loud, but about being yourself — both at home and at events.

Three Practical Styling Lessons from Fashion Insiders

1. Don’t be afraid to mix formats.
   Pajamas with pants + structured blazer = the new language of modern city style.

2. Color as an accent.
   Black pajamas + a colored blazer = a new street style formula.

3. Accessories decide everything.
   Shoes and bags transform perception — pajamas become a suit, not just a home set.

What This Means for the Future

The trend of blending categories isn’t fleeting.
Every season Effetto sees pajamas becoming part of everyday outings.

This is no longer a challenge — it’s a new dress code: comfort without losing elegance.

Gratitude to Those Who Set the Tone

For us, it matters that this movement didn’t start with advertising, but with the personal choices of women working in fashion.
Their styling creates examples that inspire thousands of others.

We are grateful to Iryna Tatarenko, Kseniia Vynohradova, and all the editors already wearing Effetto for showing that clothes can be both a tool of style and a source of comfort.

In Conclusion

Effetto is more than collections. It’s a new way of looking at what we wear.

Pajama pants are no longer exclusively homewear. They step into the streets, offices, and events, becoming part of a new culture where street style and luxury meet.

When the voice of fashion itself chooses Effetto — it means our pieces are truly created for life.

Q&A: Key Questions Answered