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Zoe De Pass

Fashion Focused Insta-Mum & Blogger



Zoë de Pass is a London based Fashion, Beauty and Kidswear blogger, vlogger and content creator who has changed the bad reputation of Mum dressing and the way that brands view the mum demographic.

Prior to founding DRESS LIKE A MUM, Zoë was a senior Brand Strategist working with the world’s leading fashion and beauty brands – consulting and developing social media and content strategies, providing insights and audience statistics. This experience has enabled her to grow DLAM and to work with brands on more engaging, strategically-lead content.

Zoë is a fun loving, positive person, she is a mother of two and enjoys getting out and about with (and without) the kids.


DRESS LIKE A MUM is a campaign to change the bad image of dressing like a mum brought to you by Zoe de Pass.

Zoe wants to change the bad rep and perception that mums can’t dress; that we automatically lose our sense of style and our passion for fashion just because we have a kid or 2, because we don’t.

Zoe started the DRESS LIKE A MUM project because she frequently receive comments such as ‘you don’t look or dress like a mum’, ‘I can’t believe you have 2 kids’ and she couldn’t work out if this was a compliment or not and if it is why is it?

So many assumptions are made about Mums, so many misconceptions and false ideas of what we want, who we are and how we behave. For some reason once you become a mum people feel that they can stereotype you, slot you into a demographic and predict how you will behave and what you want.

With the help of all the hot, stylish ladies out there (and the #dresslikeamum) Zoe wants to prove that dressing like a mum does not exist.

There is no such thing as a ‘normal’, ‘proper’, ‘ordinary’ mum as there is no such thing as a ‘normal’, ‘proper’, ‘ordinary’ person. And there is no ‘proper’ way to dress regardless of if you are a mum or not.

Zoe is aware that when you become a mother you have A LOT less time for yourself and your priorities change. Zoe is also aware that some women struggle with their fashion identity once they become a mother, and feel that they should change the way they dress. Zoe think mums should wear whatever they like, whatever they feel confident and happy wearing – A good outfit can make for a better day!

Zoe says:

“This site and the DRESS LIKE A MUM Instagram is a place for outfit inspiration, beauty tips and style ideas (for anyone) and I hope it can save you (mums/ women) time. I am currently breastfeeding so all of my outfits are tested to breast”



Evening Standard, Telegraph



H&M, TopShop, Ivy Park, C&A, Vice, Air BnB, Mamas and papers, Clarks, Kurt Geiger, The Outnet, Instagram.



Sponsored content, event hosting and promotion, product placement, giveaways, social media promotion, press trips, freelance writing, filming, presenting, interviews, speaking, consultancy and more.

High quality, engaging and authentic content can be created across all platforms. Products, experiences, trips and events can be documented.