Finlay Fox is your one-stop-blog for all things fashion, lifestyle and motherhood. Whether you're looking for the best high street finds for your kid's Summer wardrobe, or looking for advice on balancing being a mama with everything else, Finlay Fox has it all. Founder Emma is all about unisex style and finding the perfect goodies for you and your kids, and with two little ones of her own, you know you can trust her.
We caught up with Emma for a quick chat about her fashion heroes, what she's been up to recently and where it all began.
Tell us about you started - how did you get to where you are now?
I set up my blog, Finlay Fox, nearly 2 years ago originally as a forum to document the cool finds out there for kids which weren't the traditional blue for boys and pink for girls. I love the more unique independent brands around, especially those that endorse unisex dressing and investment pieces with good hand-me-down quality. It has now evolved into a fashion and lifestyle blog for kids and mums, with everything from birth stories and parenting challenges to mama wardrobe finds and edits of the best kids high street and independent brands around. When I started I had no idea what I was doing - in fact, I still often feel that way - but I do find the blog quite a therapeutic way to get things off my chest and I love to share honestly what modern motherhood and parenting is really like. It's a bloody hard journey and I know I find it healthy and helpful to know that we are all finding ways to survive the daily challenges! My background was actually fashion buying but I left my job at the end of last year to work more flexibly and focus on my family and the blog more.
Who's style are you currently loving?
There are so many stylish women out there! Apart from my Instagram crew who are of course the most stylist mums out there (@style_mum, @mercer7official, @victoriagenevievestyling, @that_mummy_smile, @sulkydollstyling, @mamastillgotit_) I love Alexa Chung's effortless style and I also get lots of inspiration from @mothershoppers, @erica_davies, @thefrugality, @amothersedit and I'm currently obsessing over dresses from @shopdoen.
Who were your fashion heroes as a kid?
My Belgian grandma was definitely a big inspiration - very chic, lots of Hermes scarves and constantly criticising our scruffy shoes! She has definitely been a massive influence, along with my sisters and my mum. My mum was very good at getting matching outfits made for us for holidays and I genuinely love how we were dressed in all our childhood snaps - gotta love the 80s!
Do you have kids?
I have a son Finn (the source of inspiration for Finlay Fox!) who is four and starts school in September (sobs!), and Violet who is one and a half now. The could not be more different personality-wise!
Have your kids followed in your fashion footsteps? What is fashionable to them?
Well having a kids fashion blog has definitely made them interested in clothes! We do get sent a lot of clothes and violet is currently obsessed with hats and shoes. Luckily, they are still happy for me to dress them and I try to make sure that comfort over fashion is always a priority - they are just kids and need to play and get messy. I love putting Violet in Finn's old clothes - this is when unisex hand-me-downs work so well.
Who are you loving on instagram at the moment?
I'm loving @stylemesunday and her work around #bodypositivity. I was involved in her recent Warrior Woman campaign which was so much fun! Also @_therealcommunity for all the support and fundraising work they are doing for the Grenfell Tower community.
What music do you listen to? Have your kids inherited your music taste?
My husband used to be in a band and now composes music professionally, so we definitely have musical blood in the family! I used to be really up to date with all kinds of modern music but these days I am so out of touch! I love retro music - from the Beach Boys and Neil Young to Phil Spector, but I am known for my love of 90s RnB too! My fave band is The Strokes, so a real mix! My kids LOVE music and dancing so I hope they continue to embrace it as they grow older. We are off to Camp Bestival at the end of July so I'm hoping we can really get them into music more. It would be so fun to take them to gigs one day.
Party out or party at home - discuss!
Tough one!! I love a house party, but these days it's easier to go out and make noise away from home/the kids to really let my hair down! But nothing beats a kitchen party and cheesy tunes at home.
What's next for you?
I'm working with Olive Loves Alfie, a kids clothes store, and we have just released some kimonos for Mums to go with our kid's ones. We will be planning some more events such as clothes swaps and mama meets. Aside from that, I'm constantly thinking about the Finlay Fox range of unisex clothes I'd love to bring out...watch this space!
You can keep up-to-date with Emma and all things Finlay Fox at the following links: