Meet Gracie Chadd – stylist, content creator and mum of three, whose effortlessly cool aesthetic is matched only by her refreshingly honest take on motherhood. Living in North London with her partner Sparrow and their children, Iris, Indy and Zenni, Gracie balances family life with her creative career. We caught up with her to talk motherhood, style, and life behind the scenes.
How did you get into fashion and styling, and how did that evolve into what you’re doing now?
I’ve always been drawn to fashion. I grew up around it, as my mum ran a textile design company, so it was always part of my world. I started styling just after Covid, landing my first assisting job through Instagram on a shoot for my now favourite kids’ brand, Apolina. It was freezing, snowy, and involved a trip to Lewes, but by the end of the day I knew I wanted to take styling seriously. From there, things grew naturally. I met people, got recommended for other jobs, and quickly realised how small and connected the industry is. On my days off, I started shooting my own editorials, building confidence and gradually moving from assisting into styling my own shoots. Starting on kids’ shoots really shaped my path. Being a mum made it feel even more natural. I’ve always loved dressing my kids and discovered so many beautiful brands along the way. When I was pregnant with my third, I slowed down and shifted into creating content from home, which is how my work evolved into the mix of styling and content creation I do now.
We love your style! Has the way you dress changed since becoming a mum, and if so, how?
My style has definitely become more comfort-led. You don’t realise how much bending, running around and general chaos is involved until you’re in it. At the same time, becoming a mum has made me a lot braver with how I dress. You can lose yourself a bit in motherhood, so for me, style became a way to reconnect with that. I looked at it as getting my pink back, leaning into pieces, colours and looks I genuinely love, with more of a “why not?” attitude. In a way, it helped me find my confidence again.
How do you approach dressing your little ones?
I absolutely love children’s fashion and, if I’m honest, I’d happily dress my kids exactly how I want all the time. But motherhood has taught me that they’re their own little people, with their own tastes and personalities. So recently, I’ve taken a bit of a step back. I still guide things a little, but mostly let them choose their own outfits. It’s been really fun seeing their individual styles come through. Iris is definitely like me and loves comfort and colour, and Indy is an absolute diva style icon who would happily trot around in high heels 24 hours a day. I am secretly also very happy to have a baby who still lets me dress him in absolutely anything. It’s been really interesting dressing a boy too, a nice change after having two girls.
What are your favourite brands or shops right now, for you and for the kids?
Kids’ fashion has evolved so much, and I feel really lucky to be a mum in 2026 with the amount of amazing brands out there. Everything is just so stylish now. Some of my favourites are Bobo Choses, Konges Sløjd, Apolina, Organic Zoo, Maison Mangostan, Tinycottons, Misha & Puff, Sissel Mini, Fish & Kids and Mini Boden. I could genuinely go on forever. There are also some beautiful independent concept stores like August Moon, Get Spilled Milk and Niddle Noddle, which make it easy to discover different brands all in one place, and their Instagram pages are so inspiring. For myself, it’s a whole other list, I am a bit of a shopaholic. I love brands like Sea NY, Bode, Mother, JW Anderson, Acne Studios, Saks Potts, Daily Sleeper and Miu Miu. Honestly, I could keep going. There just aren’t enough hours in the day to talk about shopping.
What inspired you to start your Instagram and share your style and family life online?
I originally started my Instagram as a bit of a visual diary, somewhere to keep photos and look back on moments, whether that’s from two years ago or just everyday life. I’ve always loved taking photos, and I find Instagram really inspiring, from outfits to places to visit, even recipes. It’s also been an amazing way to connect with people. I actually started my styling career through Instagram, so it’s opened up opportunities to work with so many creative, like minded people. I also like the idea of sharing things that might inspire others in some small way, whether that’s through style, family life or everyday moments.
How do you balance showing your family life (especially your kids) while maintaining privacy and authenticity on social media?
It’s something I’m really mindful of. I love sharing little moments from our life, but I try to keep a balance and only show what feels comfortable and respectful of my kids as they grow up.
For me, it’s about keeping things natural rather than over sharing, capturing real moments without putting too much out there. I want it to feel authentic, but also protected. As they get older, I’m becoming more aware that it’s their story too, not just mine to share. It’s really about trusting your gut and setting your own boundaries, sharing what feels right, while keeping certain things just for us.
Are there any parts of Instagram you struggle with, or find tricky?
Comparison is definitely something I’ve struggled with. It’s so easy to fall into that on Instagram. But since becoming a mum of three, I’ve learnt to be kinder to myself and really own my style. I think people connect with that more anyway. As my Instagram has grown and I’ve started working with more brands, it does feel more like a job, which can be tricky to balance, especially with a baby and two school runs in the mix. I love creating content, but I’m also trying to be better at switching off and being more present with the kids. That said, it’s all about balance. I enjoy it, I just don’t want it to take over, and realistically, a little doom scroll now and then never hurt anyone.
What are the things you love most about motherhood?
I know it sounds a bit corny, but I really do love everything about being a mum. I had Iris when I was 23, so I started quite young, and honestly, it’s made my life. I remember worrying at the beginning that I wouldn’t be able to do as much, but if anything, it’s been the complete opposite. Motherhood has pushed me more than anything ever did before. I love watching them grow, seeing them play together, form their own little friendships, and head off to school. It constantly amazes me. For me, being a mum is just the best thing in the world.
And finally, what are your top five styling tips for little ones?
1. Let them take the lead, dressing themselves is such a big part of expressing who they are.
2. Comfort always comes first, if they’re not comfortable, they won’t wear it.
3. Size up where you can, it helps things last longer as they grow so quickly.
4. Don’t overthink it, the best outfits are often the most natural.
5. Shop second hand, places like Vinted and eBay are amazing, and some of my best finds have been pre loved.
