The Rise of Mum-Style Content and the Pressure to Look “Cool”
Instagram is filled with a vast amount of content under the hashtag #mumstyle, with over one million posts. In contrast, the hashtag #dadstyle has just 91,000 posts. This disparity highlights how much more attention is given to mothers when it comes to fashion and style. As someone who has spent a significant part of my career working in the mum-media space, I have seen this trend firsthand.
I launched my styling website with mothers in mind, and I’ve written, styled, and edited content for them for years. Creating shopping edits that speak directly to the styling concerns of mothers was always the plan, largely because I had experienced the identity shift that motherhood can bring to your wardrobe firsthand.
However, what I didn’t anticipate was the rise of “mums” as a subculture within content creation — or the fact that I would begin to feel uneasy about what it has come to represent.
The Influence of #CoolMom Videos
CoolMom videos can be genuinely helpful. There are moments when a quick styling prompt sparks a new outfit idea. But they can also feel formulaic and repetitive. Do we really all want to dress the same simply because we’ve given birth? Does having children suddenly mean we’re no longer cool — and need to be taught how to look like we are?
Image: Supplied.
I can’t think of another group that’s been so heavily singled out by content creators, and I’d be lying if I said I wasn’t slightly weirded out by social media’s obsession with telling mums how to dress and look. This extends into wellness, fitness, and beyond, but ultimately, there’s a very specific uniform influencers seem to want mums to adopt, and I’m just not sure I’m buying it.
A Shift in Style and Wardrobe Needs
Mum life often calls for a new sense of style and a reworked wardrobe, for a million different reasons. For me, that shift came from not returning to an office environment where outfits were largely for show. When I worked in magazines, it wasn’t uncommon to see women in sky-high heels and full runway looks (champagne taste on a very beer budget, let me tell you). Later, in digital media, dressing became more relaxed — but it was still driven by trends and a constant appetite for newness.
Image: Supplied.
Now, working for myself as a contractor and content creator, I’ve been trying to find my groove somewhere between the urge to live in activewear and the desire to look and feel good. It’s been a learning curve — one I’m still navigating daily, if I’m being honest.
The Issue with Messaging Around What Mums Should Wear
It’s not content creators themselves that I take issue with; it’s the messaging around what mums should wear. The videos telling us what we’re doing wrong (don’t you dare tuck that top in) or what makes us look uncool at school pick-up. I understand this is a murky line for me to cross — I regularly share shopping links and have created plenty of mum-on-the-run edits — but lately I’ve become more sceptical of the added pressure placed on mums to “look good” on top of everything else the day throws at them.
Image: Supplied.
The only way to keep up with this kind of styling content is to constantly be buying, which is a problem in itself. I love shopping, I love putting outfits together, and I genuinely appreciate quality content that helps me get dressed.
A New Approach to Mum-Style Content
But after a recent flood of mum-style content hit my algorithm, I found myself feeling confused, annoyed, and slightly bummed about where fashion content seems to be heading. I’m not about to stop creating edits with mums in mind — I still desperately need ideas for what to wear to the upcoming school fundraiser, what to wear while chauffeuring kids to weekend sport, and what on earth to wear when dashing to Aldi between pick-ups. But I do think I’ll be more mindful in how I present “mum style” going forward.
Image: Supplied.
Less about the #coolmom aesthetic, and more about realistic, practical, and fun shopping. This approach will focus on helping mums navigate their wardrobes without the pressure of fitting into a specific mold.
Finding Balance in Fashion and Motherhood
As a content creator, I know the importance of providing value to my audience. However, I believe it’s time to shift the conversation around mum-style content. Instead of focusing on the latest trends or the “cool mom” aesthetic, I want to offer practical advice that resonates with real-life situations.
This includes tips on how to create versatile outfits that can transition from school drop-offs to grocery runs, and how to build a wardrobe that supports both comfort and confidence. By doing so, I hope to empower mums to make choices that reflect their personal style, rather than conforming to a one-size-fits-all approach.
Ultimately, the goal is to create content that is inclusive, supportive, and reflective of the diverse experiences of motherhood. It’s time to move beyond the pressure to look a certain way and instead celebrate the unique styles that mums bring to the table.
