SKIMS Founder Emma Grede Tackles Motherhood’s ‘Impossible Standards’

SKIMS Founder Emma Grede Tackles Motherhood’s ‘Impossible Standards’

Emma Grede, a prominent entrepreneur and founder of SKIMS and Good American, recently discussed the immense pressure working mothers face. Grede, who is also an author and CEO, shared her insights during a “Meet the Moment” conversation, highlighting the challenges of balancing a demanding career with raising a family. Her new book, “Start With Yourself: A New Vision for Work and Life,” digs into these topics, offering a fresh perspective on modern life and work.

Turning Difference into Strength

Grede, who grew up in East London with a single mother, reflected on her experiences as often being the only Black woman in professional settings. Instead of viewing this as a disadvantage, she chose to see it as an opportunity.

Grede explained that she decided to lean into her unique perspective, viewing it as a potential advantage in a world with existing systemic barriers. By tuning out the noise and focusing on her strengths, she carved out her own path in the business world.

Empowering Women Through Brands

The success of Grede’s brands, SKIMS and Good American, is deeply rooted in their mission to empower women. Good American, her denim brand, was founded with a vision to serve women across the entire size spectrum.

Grede noted that a decade ago, few brands offered a wide range of sizes, a decision often tied to who held decision-making power within companies. By creating a brand that offered all sizes consistently, Good American proved that serving a diverse customer base leads to loyalty and growth.

This approach created a movement in the fashion industry. Grede expressed pride in Good American’s role in making plus-size mannequins and inclusive sizing common on e-commerce sites.

The brand’s goal was to make all women feel seen, heard, and represented. Grede had not anticipated that this vision would significantly change how the industry portrays women.

The Realities of Motherhood and Fertility

Grede also spoke candidly about her personal journey with motherhood, including the challenges of infertility. She shared her own experiences with miscarriages and multiple rounds of IVF treatment before successfully welcoming two children via surrogacy. Grede emphasized the importance of discussing these often painful experiences to acknowledge the reality for many women.

She highlighted the critical window for fertility and how societal pressures often lead women to delay starting families. Grede pointed out that the high cost of fertility treatments like IVF and surrogacy makes them inaccessible to most. This creates heartbreak for many women who face these challenges without adequate support or options.

“It is devastating not to feel like you have reproductive agency.” – Emma Grede

Grede believes these are important conversations to have within the context of work. She feels that the idea that women can have it all, but not necessarily at the same time, as Oprah Winfrey suggested, holds truth.

If having children is a priority, it requires careful planning and a clear vision of the type of parent one wants to be. Grede feels that parenting itself hasn’t become harder, but the expectations placed upon parents have become unrealistic.

Challenging ‘3 Hour Max Mum’ Perception

Grede openly identified herself as a “3 hour max mum,” a label that has drawn attention. She clarified that this doesn’t mean she spends only three hours with her children daily. Instead, it signifies the amount of time she dedicates to actively engaging with her children, like playing and entertaining them, before needing to attend to other responsibilities.

She stands by this statement, explaining that it challenges the impossible standards set for women. Grede believes that many parents feel depleted after a work week and can only offer a limited amount of focused time.

She questioned whether this focused, albeit shorter, interaction is not sufficient. Grede asserts that it is, and that society needs to acknowledge the reality for many working parents.

When asked about regrets, Grede confirmed she has none. She believes the key is to live up to one’s own standards and vision for life.

While she admits to missing school drop-offs and not being the one to make daily lunches, she states that something has to give. Grede concluded that the unspoken reality is that these compromises are made, and by not acknowledging them, society keeps women from reaching their full potential.

Looking Ahead

Emma Grede’s candid discussion offers a vital perspective on the pressures faced by modern working mothers. Her insights encourage a re-evaluation of societal expectations around career, family, and personal well-being. As more women like Grede share their truths, conversations about work-life balance and reproductive health are likely to become more open and supportive.

Source: SKIMS’ Emma Grede discusses the ‘impossible standards’ for working mothers (YouTube)