L’Officiel, Women To Watch

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Mother Muse Founder & Editor Shereen Jupp interviewed for L’Officiel Spain,

(On newsstands, translated to English)


Let’s start from the beginning of your profesional life: when, why and how did you become a model?

 I started modelling in my later teen years and sort of fell into it. I was behind the camera first and extremely passionate about photography. I never said to myself  “I want to be a model” but I am very grateful for the opportunities and people I met within the industry.  I ended up being signed with three international agencies and learned so much.  I am a true believer that everything we do in life leads us to something – I met my husband because of it,  wonderful friends, travelled and made strong connections with extremely talented people – some who’ve even helped me in the first stages of Mother Muse.

What did you learn from the fashion industry?

 I believe the fashion industry to have a wide spectrum. I learned that there are many pros and cons within it and my knowledge from that has contributed to what I do today. I am extremely passionate about what the industry brings to the arts & culture community.

In times when women decide to become mothers way after their thirties, how was the people’s reaction when you got pregnant in your early 20s?

 It’s much more common for women now-a-days to have children later on in life. I think that people assume if you have children young you are not seizing your twenties or your career. For me it was the complete opposite, becoming a mother drove me into my career as a Editor & CEO. It taught me to learn certain characteristics that women in their twenties learn later on in life like: setting aside your ego, becoming more patient and being humble to quick changes in life. It definitely wasn’t easy a lot of my closest friends do not have children but I am thankful for the social community we live in where I was able to connect with other young mothers.

How did your approach to work change after Adaline Rose’s arrival?

 Before motherhood I worked full-time as a marketing lead for a well established Canadian fashion company. It was a career that taught me alot and made me very independent. On weekends I did my modelling work so I had a super full schedule – After having my daughter I decided I wanted to take advantage of all my skills and put it into my own company where I was capable of being a mother and not sacrificing my time spent away from her. Thus, Mother Muse was a born a passion project that intertwined all of my experience and dreams.

 Why do you think that traditional fashion magazines often ignore motherhood?

 I am not sure why… motherhood is a beautiful journey that exerts the beauty and art we see in high-end fashion editorials. I am excited and honoured that I was able to fill that niche and showcase motherhood in a way that traditional fashion magazines forgot.

 Why do you think that the so called “Family & Parenting Magazines” feels so outdated?

 I believe they cater to the traditional outlooks of parenting and lack the intimate, rawness and beauty that comes with motherhood

 And in your opinion, why are they so focused on the kids instead of the mothers?

 I think mom guilt is very real and we feel guilty when we don’t focus on our children  therefore traditional parent magazines do the same. But, a mother that finds the time to still be who she is, still takes care of herself is a healthy mother. It’s not selfish in anyway to focus sometimes on yourself. Therefore I wanted to create something catered to the women who inspire us everyday mothers.

 With the rise of all things digital, it is surprising that you decided to launch Mother Muse in a tradicional format. Why did you decided to print it?

 When curating something with such quality content it needed to be something women would cherish and experience. I believe print is timeless and more intimate.

 Was it hard to raise the money to begin the project?

 I started Mother Muse with my own pocket money, so yes.

 What was the initial reaction of the brands? Were they supportive?

Extremely supportive

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 What fashion industry principles you’ll never apply to Mother Muse?

 I will never apply lack of authenticity with images and editorials. All fashion editorials featuring women are real mothers with their real children.  I will always maintain a diversity with womens bodies. And lastly, every brand you see advertised in Mother Muse is a brand I believe in and a product that exerts quality I believe other mothers would truly love. I want to maintain authenticity always with Mother Muse.

 What does “slow living” means to you? How do you apply those principles to motherhood?

To me it means simple living and being a minimalist – I’ve always believed less is more. I also feel slow living is intertwined with living in the moment and taking a deep breath in those moments. My husband and I love nature and being outdoors and traveling I feel that is all somewhat sewed together and I want my daughter to be brought up that way – less consumption and making more memories as a family.

 The magazine also has a sustainable approach. Do you think that the fashion industry is doing enough to improve and restore the environment we live in?

 Absolutely, I believe emerging brands and upcoming designers truly focus on sustainable quality products and that’s why Mother Muse supports slow fashion and small businesses.

 Who’s your ultimate Mother Muse?

 My mother


Print Edition of L’Officiel Spain, Interviewed by Raquel Fernandez, Photography Liz Rosa, Hair & Makeup Allison Giroday


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