Fanny Herngren Rosén: The Co-Founder Of Swedish Maternity Wear Brand, Ilouity And Mother Of Two (Soon Three!) On Balance And Motherhood.
Photo courtesy of Ilouity
Any woman who has tried to find the perfect pair of jeans during pregnancy will tell you it’s not an easy task. I certainly tried, failed, and then discovered Ilouity and wished I had done so sooner. After bonding during their maternity leave, Fanny Herngren Rosén and Asli Tunhammar became fast friends and realised they were facing the same frustrating problem - finding stylish, comfortable jeans during and after pregnancy was nearly impossible. Both denim lovers at heart, they found that the options in the maternity market just didn’t measure up. Refusing to settle, they decided to create their own solution, and Ilouity, the Stockholm based clothing brand for pregnancy and postpartum was born.
The impressive brand has since established itself as a favourite amongst stylish mothers such as Saasha Burns, Vicky Heiler, Leandra Medine Cohen. They’ve been featured in Goop, ELLE, multiple Vogue publications, the list goes on. And there is much more to Ilouity than just jeans. The brand also offers other key wardrobe pieces like their Dressed Up Leggings, Pregnancy Tanks, and the Ultimate Shopper Tote Bag, perfect for mums who carry everything.
I recently spoke to Fanny, and it turns out we share the same style icons - Riley Keough, Gwyneth Paltrow, Jennifer Lawrence and, of course, Sienna Miller. She tells me how inspired she is by other women who run their own businesses, especially Emma Grede. While discussing the highs and lows of motherhood, finding her balance between running a brand and getting the kids ready for school, she shares the pinch-me moment of Ilouity’s success.
By Alice Codford
Images courtesy of Ilouity.
ON MOTHERHOOD
Alice: Do you feel that motherhood has changed you in any way?
Fanny: In so many ways! There have been endless changes that came with motherhood - physical, mental, and emotional. It certainly has a way of pushing you to your limits and showing you how strong you are, while humbling you with all its challenges and your weaknesses that surface as part of the journey. Priorities have also changed, I care so much less about what other people think, and what I ‘should’ be doing, and really prioritise making time and energy for those that matter.
What has been one of the most difficult points of motherhood for you? Were you able to overcome it, and if so, how did you navigate through that challenging time?
Fanny: To really be present with my children. Not to multitask too much (which I constantly do!) When I am with my kids after school pickup, for example, I try to put away the phone and really be in the moment. And similarly, when I’m at work, I try to put my focus there. This is still not easy for me – but I try my best!
What has been one of the highest points of motherhood for you so far? Are there any particular moments or experiences that stand out?
Fanny: To see my girls grow and become who they are (I have two – Milou 5 and Simone 2,5) For me, moments like taking a bath with them, doing a puzzle or being with them in the park (with a good cup of coffee) are the best moments.
“There have been endless changes that came with motherhood - physical, mental, emotional. It certainly has a way of pushing you to your limits and showing you how strong you are.”
After a particularly tough day of juggling being a parent, running a business, and life in general, what do you do to recharge or unwind? What helps you find some calm amidst the chaos?
Fanny: I would say it’s a mix of doing nothing and taking time for myself – working out or going for a massage once in a while. My best advice, I think, is to try not to make too many plans, so you get the luxury of doing what you feel like at the moment when you have a moment to yourself. Inviting friends over with their kids for coffee or spontaneous lunch or dinner during the weekend, or going to some park or museum with the kids. But if I have a bad day – I usually pick up the phone and call a friend who makes me laugh and try to shift the energy!
Have you found it easy or challenging to maintain your friendships since becoming a mother? And have you made any new mum-friends along the way?
Fanny: I think after becoming a mother and also getting older (I’m 34 now), many of my relationships have become deeper and more honest than before. At least those are the relationships I value and make time for in my life! I have made so many new, now some of my dearest friends, in the last couple of years that I’m very grateful for. But of course also I cherish my old friends! I met Asli, my Ilouity co-founder, on my first maternity leave and she has become one of my closest friends, business partner and also my daughter’s godmother. Taking time for friends that energise me, is very important to me! It can be hard to meet physically sometimes but one can always make time. I often try to book a workout class together, and grab coffee after, meeting with kids in the park on weekends – or just talk a lot on the phone!
Photo courtesy of Ilouity. Fanny with her daughters, Milou & Simone.
What advice or words of wisdom do you want to share with other mothers, that you wished you knew before having children?
Fanny: Don’t care so much about what other people think! Listen to your gut, embrace the change and trust that things will find its course. If you seek advice, ask people you share the same values with or that you think have a good view, for example of parenting. I have many different people I ask for different advice from and it’s often not the same person for parenting advice vs. marriage/relationship advice vs. business advice…
ON HER STYLE SINCE BECOMING A MOTHER
Has your personal style changed since becoming a mum? If so, how has it influenced the way you dress?
Fanny: Maybe not since becoming a mother, but the older I get the more I know what I like to dress in, feel comfortable in and look good in. I don’t follow trends too much.
What’s your go-to outfit for every day? Any particular pieces you wear on repeat to the office and out?
Fanny: Depending on the season; good jeans, nice sneakers or boots, a nice knit, jewellery and a good coat! I love to invest in good outerwear.
Edit by Luminary Mothers. Photos courtesy of Pinterest.
Who’s wardrobe would you love to raid? Do you have style icons?
Fanny: I get most inspired by women around me and that I see on the street! My friend Caroline Stridfelt has a fashion production company called Lola Productions – her wardrobe I would raid any second! But to name a few celebrities I would say; Riley Keough, Sienna Miller, Gwyneth Paltrow and Jennifer Lawrence.
Have you received or gifted yourself something special to commemorate the birth of your children?
Fanny: When I had Milou, my firstborn I bought myself a pair of diamond hoops from my friend’s brand Blue Billie that I still wear every day. But my husband has also spoiled me with a few nice gifts that I plan to hand over to my daughters one day.
What is on your shopping list right now?
Fanny: I’m expecting my third, which i’m very excited about – so I wear Ilouity every day! I don’t need to buy anything else. But otherwise, recently having moved into a new apartment, so my focus is on interior stuff and am actively looking for a new carpet for my living room…
What is your go-to handbag? What can pack diapers, wet wipes and take you to the office as well?
Fanny: My white TOTEME bucket handbag is a favourite, to add a bit of colour to the grey winter day… given life (laptop, kids stuff, workout gear, you name it). I also actually end up wearing my army green Ilouity tote bag every day, haha. It fits everything!
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?
Fanny: Less is more! I don’t use much makeup, but I love everything from Westman Atelier, it’s easy to apply and I can do it quickly with my hands. Skincare – I love – and I always come back to two things: Kiehl's Ultra Facial Overnight Hydrating Mask (it’s amazing – I sleep with it almost every night) and EXUVIANCE SkinRise Morning Glow Pads. Gives an instant glow and is easy to apply!
ON BEING AN ENTREPRENEUR
Can you tell me what your typical day looks like as a mum and running Ilouity?
Fanny: Morning chaos: breakfast, getting everyone dressed (and trying to look decent myself) and drop off. My workdays look very different right now, some days I’m at the warehouse going through inventory, some days at the pattern maker working on new products, some days at Soho House where we take a lot of our meetings, and sometimes just at home glued to my laptop. We are opening a small office and showroom soon, which I am very excited to be sitting at going forward!
Photo courtesy of Ilouity. Both Founders: Fanny Herngren Rosén and Asli Tunhammar
What are the pros and cons of being a mother and entrepreneur?
Fanny: It keeps you on your toes. I’m my most efficient and effective ever: no time to waste! Ready for curveballs at all times. (Winter means sick kids).
Do you find it hard to switch off work at the end of the day? Any tips on how to help with this?
Fanny: This is what I find the hardest! But on a good night, I try to put away my phone after 9 pm – and do nothing! Make a cup of ginger tea, eat some dark chocolate and watch a good TV show with my husband. The hardest thing now being pregnant is staying up past 9 pm to do any of those things…
What entrepreneur do you look up to the most and why?
Fanny: I am so impressed by so many around me – and especially women who are running their own businesses! It takes so much hard work. But to name someone famous I look up to and always get very inspired by is Emma Grede.
“Don’t care so much about what other people think! Listen to your gut, embrace the change and trust that things will find its course.”
Have you had any mentors along your business journey?
Fanny: We don’t have any particular ones, but many amazing people who are always open to grabbing some coffee and having a chat. We also have a group of business owners (women) that gathers quarterly to catch up, and exchange learnings and tips.
Do you have a favourite Ilouity piece?
Fanny: My top two right now, being pregnant myself, are our Boyfriend Fit jeans topped with our Pregnancy Tank. I live in my jeans and get compliments on it every single day. Our tanks are the softest I own and go perfectly under overshirts, knits and cardigans! I have 6 so I can always have one on now being pregnant.
What are some of your favourite achievements in your business that you’re particularly proud of?
Fanny: When GOOP featured us in their Mothers's Day guide. That was a pinch-me moment we dreamt of from the beginning!
OUR FAVOURITE ILOUITY PIECES
The Dressed-Up Leggings: These leggings are perfect for day or night, dressed up or down! Super comfortable to wear and we love that they also come in petite length. A must-have in your pregnancy wardrobe. Find them here.
The Ribbed Pregnancy Tank: The top that everyone should have in their pregnancy wardrobe, the tank! The perfect top to pair with jeans and a stunning blazer for a dressed-up yet comfortable look. Made with organic cotton, it’s super soft and comes in three colours; black, white and grey! Find it here.
The Wide Fit Jeans: The classic jeans that look good on everyone and fit so well, a pair of wide-leg jeans, especially during pregnancy, can be so versatile. The gorgeous washed blue colour is so rich. Find them here.
The Flare Fit Jeans: When buying pregnancy jeans, it’s good to also choose a pair that you will want to wear after pregnancy, and these would be perfect for postpartum too! Especially love the very cool faded black colour. Find them here.
The Straight Fit Jeans: The Ilouity bestsellers, you can’t go wrong with a pair of straight-leg jeans, and this season, the most popular style. Find them here.
The Flare Fit Jeans in Ecru White: If you never tried white jeans before, I urge you to give them a try now. Unbelievably flattering and perfect for warmer seasons, these Ilouity off-white jeans are the perfect colour; not too bright and white and not too creamy. Add to cart! Find them here.
