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karmen pedaru
For International Women’s Day, Evelin Ainomäe and internationally renowned Estonian topmodel and designer Karmen Pedaru came together for a campaign that combines fashion, film, and the philosophy of daily self-care. The project presents Karmen Pedaru Collection’s Mulberry silk pyjamas through both a cinematic short film and an editorial photoshoot. Inspired by the iconic morning routine scene from the film American Psycho, the campaign reinterprets the idea through a feminine and playful perspective, focusing on the rituals that help women look and feel their best.
The brand was born from Karmen’s long-standing love for pyjamas. Even before starting the brand, silk pyjamas were among her personal favorite things to wear after long days of travel or work. She is closely involved in shaping the designs, whether by drawing the prints herself or developing their visual direction. Silk came naturally into that vision, as it has always represented a form of luxury for her. Mulberry silk also offers practical qualities that align with the philosophy of the brand. It is a natural material that allows the skin to breathe while maintaining moisture, creating a unique balance of luxury, comfort, and functionality.
The idea for the campaign began with Karmen Pedaru’s long-standing fascination with the iconic morning routine scene from the film American Psycho. As a passionate film enthusiast, she has always remembered the scene for its strong visual atmosphere and its precise portrayal of daily rituals.
For the Women’s Day campaign, this cinematic reference became the starting point for a new interpretation. While the original scene carries a satirical tone, Karmen was drawn to its uniqueness and the way it portrays highly specific routines of self-care.
The intention behind the project was to highlight the routines that support how we feel in our daily lives: skincare, sleep, movement, nutrition, clothing, and the materials we choose to surround ourselves with. Rather than presenting beauty as something superficial, the campaign emphasizes the importance of consistency and the small habits that shape our wellbeing over time.
Choosing Evelin Ainomäe as the central figure of the campaign was a natural decision for Karmen. Evelin embodies the kind of woman who aligns with the values of the brand — a woman over forty who takes care of herself, lives an active lifestyle, and radiates confidence.
Director & Art Direction: @karmen_pedaru
Talent: @evelinainomae
Videography: @sofjakostenkova
First Assistant: @kristiinavirt
Script: @enelsoeson
Makeup: @sanglakatrin
Hair: @syllesulsenberg
Photography: @noxdies
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For me, it was important that the woman in this campaign would be truly aligned with the brand. I wanted someone who embodies the kind of woman I see in the world of Karmen Pedaru — a woman who takes care of herself, looks good, and genuinely lives what she speaks about.
Evelin had stood out to me for a long time. She is in excellent shape, but what impressed me even more was her honesty in the way she speaks about taking care of oneself. I had attended a few events Evelin had hosted, and what stayed with me was her broader perspective on wellbeing. She speaks about nutrition, sleep, movement, and the importance of discipline, especially as we get older. You can use all kinds of creams and treatments, but if you are not taking care of the other things, such as rest, food, and movement, then their effect can only go so far. That has always felt very inspiring and very real to me. That is why I felt Evelin was the ideal person for this concept. She represents exactly the kind of woman I had in mind. My ideal woman is disciplined and ambitious, and those are two qualities I see very strongly in Evelin.
The collaboration itself felt very easy and inspiring from the beginning. I presented the idea to her, she immediately connected with it, and she started thinking along right away. I appreciated her ambition, her sense of responsibility, and the fact that she was fully present in the process. Sometimes in collaborations the other person disappears or does not really engage, but with Evelin it was the opposite. She contributed actively and thoughtfully.
What was also important to me was that I did not want to tell her exactly what to say. I wanted what came through on screen to come from her own life and from what genuinely matters to her. That is what gave the project authenticity.