1. Hi Holly, could you introduce yourself to our readers?

Yes, of course, I’m Holly, the Founder of Carob and mother to two little ones. Before my journey into motherhood and moving to Dubai, I spent over a decade immersed in the fashion industry. I studied Fashion & Textiles at Bath School of Art and Design, followed by a journey into the magazine industry as I evolved into becoming Junior Fashion and Beauty Editor at 1883 Magazine in London.

The most substantial chapter of my career however unfolded when I ventured into freelancing as a Stylist. It was an amazing chapter of my life where I had the incredible opportunity to collaborate with some of the UK’s most inspirational women, building a clientele that included Little Mix, Elizabeth Day, and Katherine Jenkins. My work often earned recognition in titles such as Vogue, Elle, STYLIST, and The Daily Mail, with acknowledgments for best-dressed accolades. It was an incredible chapter in my life.

2. Having worked for many years as a stylist in London for numerous talents and magazines, what would you say is the most invaluable lesson you came away with from that experience?

Initially, I’d occasionally feel nervous before set days with big talents that I hadn’t met before. Wondering how it would all go and whether they’d like the clothes I had spent days researching and prepping. However, I learned that behind the scenes, everyone is just a person, and witnessing the genuine passion people had for their careers and the kindness on set of everyone getting involved in that campaign, or editorial, was truly inspiring.

3. Would you say that your gaze and your approach to fashion have changed since becoming a mother? How has motherhood changed your relationship with your body?

Absolutely changed 100%! The shift in lifestyle that comes with having a baby is monumental. The days of work and evening meet-ups with friends changed into messy park dates and many a half-drunk coffee! Personally, experiencing motherhood during the challenging times of COVID, coupled with back-to-back pregnancies, meant a significant portion of my life was spent in the comfort of activewear. I simply didn’t have the time, energy, or confidence in my postpartum body to wear much else. As the kids have grown, I’ve gradually been able to reintroduce elements of my pre-motherhood wardrobe. Now, working from home on our brand, I’m often found in jeans and a tank - easy, comfortable, and doesn’t matter if it gets dirty whilst I’m whizzing around with the kids. However, when I do dress up, which I absolutely love to do, you’ll find me in Carob! 

4. Through your experience in fashion and the styling world, how did you know you wanted to base your work on creating a sustainable brand that focuses on motherhood?

When I became a mum and moved overseas, the days of dressing up with clients felt like a distant memory. It was during this time that I realized I wanted to channel my passion for design and styling into celebrating motherhood. My goal became making women feel effortlessly great at every stage - whether they are pre-pregnancy, pregnancy, postpartum, or well into the motherhood journey. There’s something truly special about having an outfit that you can throw on and instantly feel amazing in - a need every mother can relate to! Carob is dedicated to embracing the beautiful connection between mothers and their little ones, finding joy in dressing up together with easy-to-slip styles.

5. How has living in Dubai specifically inspired what you do?

Living in Dubai has been a massive inspiration for me. I adore summer styles, and the opportunity to design for summer weather has been fantastic. What I love most is the fashion culture here - everyone dresses up, and there’s this wonderful freedom to wear beautiful dresses without feeling out of place or self-conscious. Dubai embraces a diverse fashion scene and that’s something I truly appreciate. Designing pieces that are effortlessly stylish yet still semi-dressy perfectly aligns with the vibrancy of Dubai.

5. What are the essential aspects to consider when creating your own style? 

When crafting your own style, focus on your lifestyle first. Consider what you do every day and the practical aspects involved. It may sound mundane, but it really doesn’t have to be. Personally, I have a love for jeans day-to-day, and investing in various washes and styles that are both current and suit my taste/figure elevates the look from ordinary to something more sophisticated, even if they are just paired with a simple tank top. Additionally, add a touch of flair through your accessories - this is where you can show your personality without being overly trend-led. 

6. How do you think your work and Aketekete’s story resonate? Tell us about your Aketeke choices for the shooting.

I think what aligns with our brands is sticking to our core values and using fashion as a means to offer pieces that embrace the spirit of joy and self-expression, rather than being trend-led.  For the “Matching Moments” photo shoot, I specifically chose Aketekete pieces because they embody both a sense of playfulness and sophistication all in one - and this aligns perfectly with my style! The vibrant Maame Necklace colors add a pop, while the woven Butterfly Bag in Natural, known for its sturdiness and spaciousness, is practically fantastic! Combining natural elegance with a playful tie-dye lining, I love it! These choices seamlessly complement Carob’s commitment to day-to-day effortless style.