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Style-pro Emma Unckel on children’s clothing and inheriting a love for life

First up in our new “Friends of Babyshop” series is fashion and beauty journalist Emma Unckel. We just love following Emma’s Instagram account, where shares shots from life in her architect-designed house from the 60s that makes anyone dream for a Californian interior design style. Naturally, we wanted to deep dive into our specialist area and get to know a little more about what Emma thinks about children’s clothing, style, and sustainability. So we asked her some well-chosen questions!

HI EMMA! HOW WOULD YOU DESCRIBE YOURSELF?

“I'm a real beauty nerd who does a podcast with Frida Fahrman called Beauty och Bubblor. I am mother to Harry, who is 10 years old, Frank who is 7, and little Märtha who is now 8 months. I live in a 60s-style house with my husband Nils and right now I’m enjoying being on maternity leave!”

WHICH LIFE SKILLS DO YOU HOPE TO BE ABLE TO GIVE TO YOUR CHILDREN?

“So, this is something I’ve been thinking about a lot during the pandemic! I hope that they will feel that everything usually works out, even though it can be hard. That the most important thing in life is to have fun and to enjoy life – and not to take everything too seriously. Personally, I try not to focus too much on the problems of everyday life.”

WE LIVE IN A WORLD WHERE SOCIAL MEDIA IS HIGHLY PERVASIVE. HOW DO YOU FEEL THIS IMPACTS CHILDREN?

“Yes, I'm a fairly worried about the pressure being put on our children at school and on social media, for example. But I try to de-dramatize it rather than banning it outright. If they want TikTok and Instagram, that’s fine. I work on that basis, to allow. I think banning things for children creates more of a trigger.”

HOW WOULD YOU DESCRIBE YOUR FAMILY’S STYLE?

“Everyone has really different personalities. Frank is a creative little soul who likes colourful, fun clothes with patterns and a sporty twist. I encourage him to choose his clothes rather than influence his choices. He usually wants to be involved when we order clothes, or we go on a little shopping expedition, just the two of us. Harry, on the other hand, is not so interested so I buy his clothes. Classic, single-colour garments, crewnecks, shirts, jeans, sweatpants in simple cuts suit him so well – a touch of French preppy. Märtha suits bright colours wonderfully – red, yellow, cerise. I love Mini Rodini, and I bought the strawberry set the other day and an overall with a cherry print from Kuling. I imagine her summer wardrobe in stripes from BonMot, bloomers, and garments with fruit prints.”

IS IT POSSIBLE TO SHOP SUSTAINABLY FOR CHILDREN?

“Yes, absolutely! I make sure to buy quality, classic garments that last over time in eco-cotton and Gore-Tex materials that they can inherit from each other. It pays to think smart about everything from jeans to outerwear. Shoes are what I always buy new because they wear out so quickly. And I really try to buy fewer, better quality garments. For example, the Petit Bateau pyjamas that I bought for Harry, Frank has used, and now Märtha has. They’ve become softer and cosier – like a pacifier blanket.”

Read more about our Green Page sortiment here

HOW DO YOU DECORATE YOUR CHILDREN’S ROOMS?

“Storage is everything! Otherwise everything ends up in a stressful pile on the floor. We just invested in a complete floor to ceiling shelf-solution from String. We also like mixing bargains we find at auction with new things.”

WHICH CHILDREN’S BRANDS DO YOU LIKE?

“I like Kuling and their collaboration with Garbo & Friends in particular, Mini Rodinis wonderful prints, the uncomplicated Scandinavian cutness of Mar Mar Copenhagen’s collections, classical Levi’s and sweet BonMot.”

YOU SPEND A LOT OF TIME IN ÅRE, WHAT’S YOUR TAKE ON OUTDOOR CLOTHING?

“Do not save on quality and then think layer on layer of course. Invest in wool underwear, fleeces, and shell clothing that you can use in winter and on summer bike rides!”

WHAT WOULD YOU RECOMMEND ALL NEW PARENTS TO INVEST IN?

“A good ergonomic baby carrier. I’ve used Artipoppe, but Ergobaby is also good. I use mine for Märtha all the time and she’s so calm and secure in it. I use it when I’m cooking, and if I'm going out – it’s nice to have to use the buggy! I’ve never managed to work how to use a baby wrap, but it seems so cosy!”

WHAT DID YOU PACK IN YOUR BIRTHING BAG?

“Ha! I had way too much skin care products. Half the amount I had would have been enough! But I think a good skin cream or oil can be good to bring. And my top tip: absolutely, positively bring your own shampoo and conditioner and soap for your shower after childbirth. It’s important to your wellbeing to have something that smells good and that you like. In addition to essentials such as babygrows, I also had a soft cashmere blanket from Soft Goat and I brought my own baby nest.”