Absolutely Mama: Tell us more about Nine in the Mirror

Amanda Woodward-Brown:
I was approached by the co-founders of Nine in the Mirror about working on the launch of the site whilst I was on maternity leave with my first daughter. I thought it was such a clever concept – an edit of ready-to-wear designer looks to suit pregnant women and new mothers. The site launched in 2014 with a line-up of pieces from high-profile designers and an exclusive interview with supermodel and philanthropist Natalia Vodianova. Since then, new designers have been added to the offering, alongside exclusive collaborations and we have featured a line-up of inspirational women such as Elisa Sednaoui, Charlotte Olympia Dellal and Yasmin Sewell in the online magazine.

Abs: How has instagram helped to grow the business?

AW: Instagram has been extremely important in helping to shape Nine in the Mirror. It is a powerful tool in creating a community and visual identity for a brand, especially when you are working on a concept that is new and unique like Nine in the Mirror. Being able to gain an immediate insight into the stories, products and posts that resonate with followers is always inspiring.

Abs: Your feed is beautifully curated – how do you get the perfect shot and what inspires you?

AW: I have always loved photography – it’s one of the reasons why I started my career in fashion as a stylist. I like playing with crops and colours. I use Instagram as a sort of visual diary of moments, things or people that I love, or which inspire me – fashion and flowers figure a lot in
my feed.

Abs: What do you love most about the insta community?

AW: The ability to connect with mothers all over the world, thus realising that everyone shares similar challenges raising children. When I was struggling with my second daughter’s silent reflux, I put up a post on Instagram asking if anybody else had been in a similar situation and was overwhelmed by the helpful advice and support I received. The sense of community that Instagram has created amongst mothers is particularly special. It has even led me to designing a pair of shoes, which I created in collaboration with Mariam Syed of A Piedi – a dream project that would never have happened without the app.

Abs: Tell us what’s coming up next for you and Nine in the Mirror?

AW: Nine in the Mirror has been a gamechanger in the way that pregnancy and motherhood is perceived, and I feel lucky to have been able to work with such inspiring women, some of whom I have long admired. We have a number of high-profile features coming up.

Visit Nine in the Mirror website.