Barbara Horspool is considered one of UK vogue retail’s greatest recognized executives, having held senior inventive and design roles at Marks & Spencer, New Look and Jigsaw. Until June 2024 she was Chief Product Officer at The White Company and since then has been consulting and conceiving her own brand Momspecialising in multi-generational vogue for ‘Me-time’.
Using premium and sustainable materials and calling upon the help of the suppliers she has labored with all through her profession (in addition to her twin daughters), Horspool has created a variety that elevates off-obligation model for ladies of all ages.
Horspool talks us by way of her inspiration, her aspirations and her full-circle profession journey that has taken her from entrepreneur and brand founder to the best echelons of the high street and again once more.
When you left The White Company, was it at all times on your thoughts to set up your own brand?
When I left The White Company it by no means occurred to me to cease or to even decelerate. I felt reenergised and free creatively. So many colleagues & mates inspired me; after having labored for some superb manufacturers I needed to return to an organization of my own – again the place it began once I had my own label Blanche with companion Mark Betty and we bought to Harvey Nichols, Joseph. Whistles (within the nice Lucille Lewin period) & Bergdorf Goodman. It was the group of my mates that I train with, ladies from all ages and backgrounds, that actually pushed me to start out Mamu. They all complained they couldn’t discover comfy and classy loungewear and nightwear.
Barbara Horspool of mother
I like the idea of garments for ‘Me-time’, what sparked that concept?
Post lock down we have been all working from dwelling much more and I actually felt there was one thing lacking in my wardrobe, items that I might chill out into however nonetheless felt sharp and stylish sufficient if considered one of my staff popped over for a gathering I used to be informal however assured. There is a time on the finish of the day once I felt exhausted from enjoying the roles of profession girl, mom and spouse, once I simply needed to shut the door on my life and chill out and be myself. To worth Me-time. Instead of throwing on any previous garments at hand, I felt it was vital to be simply as trendy and assured once I was resting. Mentally feeling comfy with the way you look empowers you – how you feel and look always, even if you’re switching off impacts your perception in your self. That’s the place ‘restwear’ got here from as an thought. The materials are unapologetically luxurious which is crux of the gathering – objects that indulge you as you sip your wine, learn your guide or blast your tunes – no matter you selected to do to flee and be your self.
Mamu Organic Stretch Silk PJ Set £275
You say the brand is ageless, are you able to inform us why you needed to realize that and the way you went about it?
I’ve at all times been an advocate of overlook age assume angle. My inspiration got here from the ladies round me – the superb ladies who I’ve met in my life. The many ladies I’ve labored with, my friends and all of the younger ladies beginning their profession in vogue who I’ve learnt a lot from. And particularly my train class who’re my largest followers; all of us differ in age and dimension however our angle is at all times optimistic and we raise one another up at all times. And I need to point out my stunning twin daughters who’re of their twenties who’ve lived the Mamu journey from idea (considered one of whom designed all Mamu’s brand and paintings) and who love and wish to put on the identical items as I do. That’s the enjoyment of Mamu – it’s multigenerational in its essence – a mode and match that works for all ladies. It’s about your power – feeling assured is an power, an power that’s horny and highly effective. You don’t want permission to be highly effective anymore, you may simply be your self. Years in the past consolation was a swear phrase however as we speak it is a non-negotiable high quality for everybody no matter their age. You cannot be trendy when you’re uncomfortable.
Mamu Red and Navy Cotton PJ Set £70
Can you give us some perception into what the vary consists of?
Power dressing for the house. Being the very best ‘you’ between the sheets and past. The assortment ensures you’ll look trendy at dwelling and every time and wherever you selected to put on it. Super tender stretch natural silk nightwear and separates at the moment distinctive to Mamu, probably the most luxurious cashmere, hoodies and joggers that really feel so tender you could as properly be bare. Alpaca, cashmere and plush towelling layers are the closest consolation you’ll get to a hug. Lightweight ribbed PJ’s a tender as a feather. Always with a love of pure fabrications and at all times fastidiously chosen to be as sustainably sourced as is feasible which isn’t simple for a small start-up brand.
Mamu Marl Sweat £ 60 and jogger £ 70
Have you been working with suppliers you knew out of your huge profession in vogue?
It was a beautiful alternative to reconnect with suppliers from my previous who’ve all mentioned “it’s about time Barbara this is what we have been waiting for”. Few individuals realise simply how vital and worthwhile your relationship is together with your suppliers. They are companions – your success and theirs are intertwined. In beginning Mamu they’ve been my biggest allies and as a lot as I’ll have had an extended profession in vogue, I’ve learnt extra from them in my Mamu first 12 months than I’ve learnt beforehand. I can not thank them sufficient.
How about distribution, what are you plans there? Will you be beginning as D2C as an illustration or are you marketplaces/wholesale?
I’ve some thrilling plans so it’s a little bit of a watch this house. Our web site will launch on the finish of September. www.mamu-dream.com. The materials are so tender and the eye to suit is so detailed that we hope to have bodily retail house. After all on this world preoccupied by AI, the emotional response you get from contact can’t be replicated digitally!
Mamu Jersey Print PJ set £75 and Cosy Alpaca Socks £25
You are working together with your daughters on this mission, are you able to inform me what roles you might be all enjoying within the enterprise?
Talula is a graphic designer and has been instrumental in serving to me outline and ship Mamu’s DNA. Storyboarding, casting fashions and serving to on our marketing campaign and e-comms shoots together with the branding. I’m additionally fortunate she’s an ideal match mannequin. Eva is a dancer so her in-put has been about practicality. How it feels to put on; the feel and contact, how does this transfer, consolation and match and the convenience within the elevated sweats to the softest of robes, silk pyjamas and kind-hugging jersey. She’s named Eva the diva and if she doesn’t like one thing she’ll inform you straight! We have some nice easy items of menswear for Christmas, so my son, PR and my pricey late husband all had their say in how these items felt.
Mamu Latte Alpaca Hooded Dress £ 98
You’ve had some enormous jobs on the high street, how does it really feel now launching your own enterprise?
Bloody scary… however exhilarating. Sometimes I panic, and different occasions I have a look at the rail of clothes and the mess that’s taken over my home and really feel very proud. Most individuals who I’ve labored with in my lengthy profession describe me firstly as passionate. When you’re keen on what you do, you don’t have any selection, it’s my DNA, it’s my unstoppable power. Working for myself shouldn’t be a job, I’m not at work in any respect, I’m simply loving this creativity that comes from understanding my viewers and creating a group that excites them and makes them really feel higher about themselves.
Barbara Horspool might be talking at TheIndustry.vogue Summit, Retail Reset, on 22 October 2025 at Nobu Hotel, London. Use code FF30 at checkout to obtain 30% off your reserving. Learn extra and safe your seat right here.