Alice Holland-Lu: The Mother Of Two On Empowering Women Through Her Fashion Brand The Female Archetypes.
Image courtesy of Alice Holland-Lu for The Female Archetypes
To say motherhood changes a woman is an understatement. Our minds, lifestyles, priorities and responsibilities change so much during this period. Our bodies, too, go through an incredible transformation. This transformation gave Alice Holland-Lu the idea for her brand, The Female Archetypes. After spending 15 years in the fashion industry, Alice had always taken great care in curating her wardrobe. But after the birth of her two children, she felt frustrated that clothes didn’t celebrate her new shape. She wanted styles that embraced her body’s natural changes, helping her feel confident and proud of the transformation motherhood had brought. She recognised that this was a problem not only for herself but also for others and that women’s shapes are constantly evolving, not just post-pregnancy but at every stage of life.
With this realisation, and through countless 3 a.m. feeds and broken nights, came the birth of The Female Archetypes. Each piece in the collection is designed to adapt with the wearer. All are crafted sustainably in London with high-quality materials and thoughtful construction. The range cleverly spans sizes 8 to 18 through panels, hidden zips, and poppers.
In this engaging conversation, Alice shares her inspiring journey of creating a fashion brand that is aimed not only at mothers but at women from all walks of life. She reflects on the transformative power of motherhood and how The Female Archetypes fosters authenticity, confidence, and empowerment for every woman.
By Alice Codford
ON MOTHERHOOD
Alice: Do you feel that motherhood has changed you as a person? If so, in what ways has it shaped or influenced who you are today?
Alice: Beyond all recognition! It's been a very humbling experience. It has taught me to be kinder to myself and others. We truly don't know what other people are going through. I have had to learn that my worth is not measured by how productive I am - still trying to remind myself of that on a daily basis! I find motherhood a good lesson in 'being' rather than 'doing'. My kids just want to be near (a calm version of) me; they don't really care what we do.
Was motherhood what you expected?
Alice: Not at all. I (naively) thought my life would continue as normal and there would just be a cute baby that would sit in the corner! In hindsight, I was completely unprepared and blindsided by it.
What have been some of the lowest points of motherhood for you? Were you able to overcome them, and if so, how did you navigate through those challenging times?
Alice: The relentless exhaustion is something I'm not sure I'll ever grow accustomed to but it's something I've learned to manage. I had a traumatic birth with my first child and then a very long bout of postnatal depression. I had to learn to take life by the day - and sometimes by the hour. I realised I needed to make time to look after ME too and find my own joy. The old saying 'you can't pour from an empty cup' has a lot of truth in it. With my second I have learned just to let some things go. Endlessly tidying our home has been dropped. Also, a slow cooker is the biggest lifesaver ever with kids!
“It's been a very humbling experience. It has taught me to be kinder to myself and others. We truly don't know what other people are going through.”
What have been some of the highest points of motherhood for you so far? Are there any particular moments or experiences that stand out as especially joyful or fulfilling?
Alice: My kids have both been travelling since they were tiny (my husband is American) and seeing how much they develop from it is heartwarming. I grew up in the Middle East so we travelled a lot and it makes kids so adaptable. They're also of mixed heritage so when they communicate with their grandparents in Chinese it's amazing! I love it when they have little in-jokes in Chinese with them. My daughter calls her little brother 小活佛 'tiny living budda'...!
Exercising with my babies has been one of the greatest joys of both my maternity leaves. They absolutely love it! Seeing their mum moving her body and doing something for myself (with them) sets such a good example. My son (13 months) often comes with me to meetings, and my daughter (3.5yo) really enjoys helping me at home with whatever I'm working on. I've found involving them in what I'm doing makes us all really happy! A happy mummy really does make the whole family happy.
Image courtesy of Alice Holland-Lu for The Female Archetypes
After a particularly tough day of juggling children, a business, and life in general, what do you do to recharge or unwind? What helps you find some calm amidst the chaos?
Alice: I am obsessed with acupuncture; I find it helps to rebalance both mind and body, so I will try to schedule it once a week. I go to a Traditional Chinese Medicine practitioner who also recommends Chinese herbs to help with whatever I'm struggling with. I find the biggest life 'hack' is to go to bed as early as I possibly can. I am a 'night owl' by nature, so it feels really counterintuitive, but getting as much sleep as I can makes the biggest difference to my mental and physical health.
Have you found it easy or challenging to maintain your friendships since becoming a mother? And have you found it easy to make new mum friends along the way?
Alice: I moved a lot as a child and am naturally extroverted so thankfully I find it easy to make friends. I enjoy keeping up with friends who don't have kids as I think it's important to have a balanced life that doesn't revolve around child-related topics! However, for the season of life I'm currently in, my closest friendships are with those who can truly understand the struggles of motherhood firsthand. Those who aren't alarmed if you text them at 3 am and who identify firsthand with 'it was a rough night'.
What are your favourite London spots to go with your kids?
Alice: Anywhere they can run free and I don't need to try and control them! Hampstead Heath is really close to us and so is a favourite. The museums in South Kensington are great. We love going out to eat as a family so family-friendly places such as Lina Stores in Kings Cross are great.
ON HER STYLE AFTER HAVING CHILDREN
Has your style changed since becoming a mum? If so, how has it influenced the way you dress now?
Alice: I found the amount my body changed during/after having children really hard. Nothing fit in the same way that it did before and I felt like my body was constantly in flux. I feel like now I want pieces that I know will fit and adapt to my shape, regardless of where I'm at.
What’s your go-to outfit that makes you feel confident and can easily take you from the school run to the office? Any particular pieces you wear on repeat?
Alice: I need hardworking pieces that are practical but that also makes me feel good. For example, I'm going to a 'mums in fashion' event this week with my son, and so I want to look good but I need to be able to move about/bend down in my outfit. I have a bit of a 'uniform' now; jeans, a white shirt and a trench coat that I know will work for all occasions.
Image courtesy of Alice Holland-Lu for The Female Archetypes
Who's wardrobe would you love to raid? Do you have a style icon?
Alice: I think @monikh does pregnancy style really well. Her looks always look effortless!
What is your go-to handbag? (It can be a dream handbag too!)
Alice: I have been obsessed with designer handbags forever! I sold all my bags to fund my business but kept a Bottega Veneta one that my mother gave me that I couldn't quite bear to part with. The quality is just unmatched!
“I need hardworking pieces that are practical but that also makes me feel good.”
Have you received or gifted yourself something special to commemorate the birth of your children?
Alice: My in-laws gifted me a jade gold necklace when my daughter was born and a white gold diamond necklace with a turquoise stone upon the birth of my son. They are treasured pieces!
What is top on your shopping or wish list right now?
Alice: Bags, bags, bags! I'm always on the lookout for the latest investment bag even though it's very much wish-list right now!
Let's talk a bit about beauty, what are your absolute must-have skincare and make-up products that you use on repeat? And has your beauty routine changed much since becoming a mum?
Alice: I am a Dr. Murad loyalist. I have tried other brands but I always return to them. My good friend Karyll is a Murad facialist (at Hershesons Fitzrovia) featured in the shoot for The Female Archetypes! For makeup, I like Chantecaille and Jones Road. I have focused more on skincare than makeup since becoming a mum - prioritising efficiency!
ON THE FEMALE ARCHETYPES AND ENTREPRENEURSHIP
Can you tell me what your typical day looks like with children and starting up a new business?
Alice: Juggle, juggle, juggle! Once my daughter is out the door for nursery I feed my son then try and persuade him to play independently (!) whilst I get some work done. When they (usually) fail we head out. I am at the factory once a week to work with the incredible artisans there on product development and to see how production is progressing. It's challenging juggling childcare with work but my son will usually charm everyone there! Then we usually do a 'playdate' with friends near our home (there's a brilliant soft play with a lovely cafe nearby) and then head to pick up my daughter from nursery. If I've been at home I'll try and get a wash on and chuck something in the slow cooker for dinner whilst juggling my son on calls! When he naps, I get the most work done. No time for procrastination! It's challenging and I hate being constantly interrupted but at this moment in time, this is what life is like.
Image courtesy of Alice Holland-Lu for The Female Archetypes
Do you find it hard to switch off from work at the end of the day? Any tips on how to help with this?
Alice: As I'm a night owl my brain wakes up in the evening but that's when it's time for the kids' bath & bedtime. I always tell myself I'll get work done in the evening but by then my brain is usually fried and getting an early night has far more of a positive impact on the following day than getting a few emails done. I have had to train myself to go to bed early, it's not something that comes naturally to me. My kids are not great sleepers as well so it's doubly important as you never know what the night will hold...!
What entrepreneur do you look up to the most and why? (It can be more than one person!)
Alice: Women who are making it work with kids. It's the hardest thing ever.
“Over the years, so many people have said to me I would be good at having a business, but I don't think I truly believed it until I had the idea. Then, it became a purpose - to empower women through every stage of life.”
Can you tell me what inspired you to create The Female Archetypes?
Alice: My body changed so much during pregnancy and postpartum and clothes that I had bought after my daughter (when I thought my body wouldn't change any more) didn't fit. I just felt so frustrated that I had all these beautiful clothes but nothing fit. It made me feel so negative about my body despite it having done something miraculous (twice). There's nothing worse than putting something on that you think will fit and it not fitting. So I thought, there must be a better way, and set about creating clothes that adjust to your form. The clothes change from size UK 8-18 through hidden panels, zips and poppers.
Image courtesy of Alice Holland-Lu for The Female Archetypes
At the very beginning of the idea, did you struggle with trying to start? Starting a new business, developing products and being a mum must have made it tricky.
Alice: My bandwidth was so limited as I had a newborn who was waking up every hour! So I just tried to take it one task at a time. I've built a network of connections over the years so I reached out to them to ask for recommendations. Juggling everything is hard but it's also SO worthwhile when you bring to market a product that really impacts women's lives! I've had to learn to cut out anything that is not drop-dead important.
Have you always wanted to start your own business? Did you feel that motherhood pushed you into going for it?
Alice: The need for flexibility with two children and a husband who is often away with work really pushed me to want to do something where I could control my time. Over the years, so many people have said to me I would be good at having a business, but I don't think I truly believed it until I had the idea. Then, it became a purpose - to empower women through every stage of life.
Image courtesy of Alice Holland-Lu for The Female Archetypes
What is coming up for The Female Archetypes? Can you share with me your plans and what you see it becoming in the next few months?
Alice: I'd like The Female Archetypes to become a movement empowering women. Theres's so much we don't know about every stage to come. My aim is to create an inter-generational community of women supporting each other. We have several exciting things coming up in 2025; events, pop ups, fireside chats with some inspirational women and a limited-edition a summer capsule. Watch this space!
What advice or words of wisdom do you want to share with other mothers?
Alice: You can't do everything. It's simply not possible. You CAN have a full and fulfilling life, a career and be the mother you want to be but something has to give - so outsource what you can afford to. Your energy and presence (whether at work or with your children) is the most important thing.
