Emma Grede, co-founder of the fashion brand SKIMS, has recently found herself at the centre of a parenting debate after discussing her family life on the show *Today with Jenna and Sheinelle*. Grede, who shares four children with her husband Jens Grede, described spending about three hours with her kids each weekend, a remark that sparked significant backlash. During her interview, she addressed the criticism and reflected on the unrealistic expectations placed on women as both mothers and business leaders.
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The 43-year-old entrepreneur openly shared her feelings regarding the public’s reaction. “Honestly, I wasn’t surprised by the backlash,” she stated, pointing out that such scrutiny often doesn’t occur when men express similar sentiments. “That headline would never be written about a man,” she argued, emphasising the double standards that women face in balancing work and parenting.
Grede highlighted what she considers an “impossible standard” that mothers and working women are judged against. She aims to be candid about the challenges and sacrifices that come with managing a successful career while raising children. “Everybody asks, ‘How do you do it all?’ But let’s talk about what I don’t do. That’s the helpful part for women,” she explained.
The co-founder of Good American elaborated on her experiences as a working mother, noting that the reality of juggling a demanding career with family responsibilities often leaves little time for quality interaction. “By the time the weekend comes, you’re exhausted,” she admitted. “Anyone with children knows you won’t spend eight hours with them on a Saturday or Sunday because there are errands to run and other commitments.”
Jenna Bush Hager, co-hosting alongside Sheinelle Jones, added to the discussion by emphasising the importance of independent play for children. Grede agreed, stating that part of parenting involves teaching kids to entertain themselves. This acceptance of using technology for leisure, including letting them watch movies or use iPads, is part of her parenting approach. “I’m very upfront about this,” she shared.
Reflecting on her journey, Grede shared insights about finding a balance between her role as a successful businesswoman and a mother. With children aged ten and eight, in addition to two-year-old twins, she underscored the necessity of establishing firm boundaries. “I want to be clear about where my limits are and what I’m willing to sacrifice,” she stated. “I don’t handle school pick-up and drop-off every day, but I make it a priority to attend events like my child’s play.”
Grede acknowledges that parenting isn’t a one-size-fits-all experience. Each family’s situation is unique, and she advocates for normalising the understanding that parents cannot do everything. “Perfection is something we see on social media, but it’s not realistic,” she added.
In a lighthearted moment, Grede recounted how the concept of the “super-mum” is often misleading. “In my childhood, no one cut my sandwiches into fun shapes!” she laughed, reminding viewers that children don’t need constant hovering. The emotional support and guidance parents offer are what truly matter.
Grede expressed concern for her peers, observing that many of her friends succumbed to the pressure of trying to meet unrealistic expectations post-motherhood. “I’ve witnessed so many friends stretch themselves thin when they become mothers,” she remarked. “If we aim for perfection, it leaves little space for anything else.”
Overall, Emma Grede’s comments on parenting resonate with many working mothers who grapple with similar issues. By sharing her own experiences and advocating for honesty in discussing motherhood, she seeks to foster a more realistic and supportive dialogue surrounding the challenges working women face today.