Toyosi Etim-Effiong has mastered the art of intentional dressing — balancing work, family, and personal expression with a wardrobe that is functional and fashionable.
Beyond being a familiar face as the wife of actor Daniel Etim-Effiong, Toyosi Etim-Effiong has built an exceptional media career grounded in strategy, storytelling, and meaningful impact. As the founder and CEO of That Good Media, she’s instrumental in bridging the gap between Nollywood and international platforms. She is the force behind the collaboration and platforming of Nollywood at the Essence festival for the past few years.
Toyosi Etim-Effiong has also served as Global Director of Content for Most Influential People of African Descent (MIPAD) and Publishing Editor of the CNN-powered Folio. With a Master’s degree in Economic Development and Policy Analysis from the University of Nottingham, United Kingdom, Toyosi was named one of Nigeria’s most inspiring women by Leading Ladies Africa in 2022.
Yet, what truly captivates me is her impeccable style. Toyosi Etim-Effiong always shows up with an elevated intentionality. Whether she’s in vibrant Adire fabrics, crisp shirts, or bold colours, she proves that motherhood and elegance can coexist beautifully. In this second edition of Mum Style Diaries, Toyosi tells us about her workwear choices and postpartum style evolution. She also shares how she balances fashion while raising three children and leading a transformative media company.
Read also: Mum Style Diaries: Ayoyinka Abolarin shares her secrets to balancing motherhood and style with ease
What does a typical workday look like for you?
Mornings usually start with prayers, meditation, an audiobook, and some writing before the whirlwind of school runs and a quick gym session. Then it’s emails, meetings, and strategising with the incredible teams at That Good Media. My day often includes reviewing creative work and sporadic speaking engagements. Evenings run long, but I try my best to disconnect and be fully present with my kids, even if I don’t always succeed.
How would you describe your workwear style in three words?
Practical, comfortable, chic.
What’s your go-to work outfit formula when you’re short on time?
A pencil-cut dress or a crisp white shirt with jeans or tailored trousers.
Are there certain colours or fabrics you gravitate towards for work?
I gravitate towards bright colours, but I also like how chic neutrals look, so you’ll see me in those as well… still with a pop of colour. Fabric-wise, I love our Nigerian fabrics. Adire and Akwete are my go-to. I also like breathable cottons, silks, and lightweight crepes that keep me comfortable in Lagos’ heat without compromising on style.
Read also: Colours in the new year and how to wear them
How do you strike the balance between comfort and style in your wardrobe?
I’m blessed to work with amazing stylists and designers who help ensure I dress for my body. When shopping on my own, I invest in classic silhouettes with modern details. I go for pieces that move with me, are easy to layer, and still look polished whether I’m in back-to-back meetings or running after my kids.
Has your style changed since becoming a mum? If yes, how?
Definitely. I’ve become more intentional — I no longer dress just for aesthetics, but also for functionality. My outfits have to allow me to transition seamlessly from work mode to mum mode. I still love statement pieces, but practicality comes first.
How did you approach dressing during pregnancy for work? Any hacks or staple pieces?
Comfort was key. I invested in stretchy midi dresses, wrap dresses, and blazers. I also went through a boubou/kaftan season till my friends warned me to revisit my choices.
Are there fashion rules you used to follow that you’ve now ditched?
Yes, but many years ago. I went through a ‘matchy-matchy’ phase where everything I wore just had to match, e.g. pink belt, pink shoes, pink purse. We don’t do that anymore.
Read also: Why minimalist fashion isn’t for everyone
Any fashion hacks you swear by for looking put together on a busy day?
Crisp white shirts and statement earrings. They instantly elevate my look.
Are there any Nigerian fashion brands you love for workwear?
I love so many brands. My job is not purely conventional, so “workwear” can mean different things to me. My go-to brands, though, are SB Youme, Daz Clothier, and Lady Biba.
Are you more intentional, trend-led or practical with your shopping after childbirth?
More intentional. I think twice before buying anything now. I ask myself if it’s versatile, timeless, and if it makes me feel confident.
What beauty items do you never leave home without?
Lip gloss and perfume.
What does being stylish mean to you as a mother and working woman?
It means owning my narrative. Style is a form of self-expression and confidence. As a mum and professional, it’s about showing up as my authentic, feminine, unapologetic self.
What advice would you give other mums trying to redefine their style at work?
Start with the basics: classic, versatile pieces that you can build around. Don’t be afraid to repeat outfits or add a touch of personality with accessories. Most importantly, dress in a way that makes you feel powerful and comfortable, because when you feel good, it shows.
Read more: Toke Makinwa gives us an exclusive look into her pregnancy fashion and skincare guide
