Hi Zoë! Can you tell us a little about yourself and your family?
Hello, i’m Zoë i’m from London and live in Peckham, I have a husband Ben and 2 kids (Art nearly 3 Elfie nearly 1). I love leopard print and my favourite colour is pink.
We love your blog Dress Like a Mum, what’s the story behind its creation?
DRESS LIKE A MUM started with my Instagram feed where I post a picture of my (breastfeeding friendly) outfit everyday. During maternity leave with my first son I fell into a lazy default style of jeans and t-shirt so i challenged myself to dress well the second time around, keep my love of clothes and wear more interesting outfits that were possible to breastfeed in.
I started the campaign and hashtag dresslikeamum to change the bad rep of mum dressing as I often receive comments like – ‘you don’t look/dress like a mum’ – which i couldn’t work out if they were compliments or not. And if they weren’t compliments why weren’t they..
Due the popularity and the positive response I was getting to the campaign and Instagram feed I decided to launch the website. At the moment the website contains shopping tips and outfit ideas based around the posts on my Instagram feed. I have also started a Make-up & Beauty section where i will be testing and recommending products, I also invite other mums to share their tips to.
How would you describe your personal style?
It depends on the occasion but I guess – colourful, casual and a little bit fancy dress.
What are your staple pieces?
They change all the time but I love denim (jeans, dungarees, skirts, jackets), I love a sparkly knit, I love a see through black top, trainers and i nearly always wear flats.
Do you have a “go-to” outfit?
Recently its been dungarees – they are really good for breastfeeding and are a bit more interesting (and easier to wear) than jeans. But generally speaking not really, I love wearing different outfits and mixing things up all the time. If i’ve got a special occasion coming up i tend to start thinking about what look i want to go for as soon as i get the invite! And day to day i think about what i’m going to wear that day in the shower – and if i’m stuck i start with one thing – like which shoes or top i fancy wearing and use that as the starting point for the rest of the outfit.
If i’m ever late it’s usually because i couldn’t decide what to wear that morning.
Where’s your favourite places to shop?
I shop a lot online – Topshop, Asos (Asos VIP is the best service), H&M and Zara are my go to high street shops. I love Sales and sites like The Outnet. I also like to discover new, smaller designers. I really love mixing up high street and designer – I have things from jumble sales and pieces by Erdem and Stella MaCartney that i’ve picked up at sample sales. I also love slightly unexpected brand collaborations like Liberty’s and Nike.
How do you like to dress your children – are they also fashion-conscious like their mum?
I think I dress them a bit like me (or maybe I dress like them!). In fact I often accidentally dress us all in the similar outfits or at least matching. I’m definitely into dressing them as kids, I like colour and fun things. My daughter was wearing Topshop Mini and leopard print in her first week of life.
Lastly, what’s been the best part so far about starting Dress Like A Mum?
Having a positive influence on mums and women who are being inspired to try new styles and get back their love of clothes. I’ve had a few messages from ladies who have said that after seeing me in dungarees they’ve tried and loved them to – its so cool!
Its also good as it makes me think about my outfits everyday, i love putting outfits together and having an audience to inspire and please has kept me creative and motivated to dress well. I am a bit bored of posing for photos but i can’t stop now!
I am also really excited to see where it leads me – the other side of what i do is that i’m a Brand Strategist and Consultant specialising in marketing to Millennial parents. I also consult on maternity, nursing collections and styling and my ambition is to make the high street a better place for maternity and nursing clothes. I would love to collaborate with someone on a game changing nursing range.