Fashion war breaks out at school gates

Photo / Herald on Sunday

A silent war between yummy mummies and slummy mummies is being waged in Auckland's upmarket suburbs.

The former, with disposable income and time on their hands, ensure they are immaculate on the school run; the latter opt for comfort - trackpants and sneakers - rather than high fashion.

"There is an element of that," said mum Nicky Cranshaw outside Ponsonby Primary this week. "I don't think there's a competition, but there are some mothers who think there is a code."

Catherine Coop, whose son Walter has just started at the school, agreed that some mothers think you have to look a certain way.

"I have noticed that there are a variety of looks. The sporty look, people going to meetings. Each to their own."

A young mum who didn't want to be named said she was aware of a fashion face-off.

"Because I'm younger, I notice it more. I'm stepping into another world. It's a higher socio-economic group - go figure. It's a money thing - an expression of how much money you have through your clothes."

At Bayfield Primary in nearby Herne Bay, one mum was definitely aware of the division.

"The yummy mummies are mean," she said. "They block you in and they don't make eye contact. They wear high heels and designer gear or gym gear and they have Botox parties."

Leanne, another Bayfield mother, agreed the fashionista mums could be "a bit in your face, but you get used to it".

"It's the area," she said. "We have that cross-section of busy mums and then ones with more disposable income."

But Tania, who had come straight from the beach to pick up her kids, didn't believe there was any pressure on mums to look a certain way.

"You might choose to dress up, but it depends where you've been. You might be dressed up if you've come from work or been to lunch. It's just what people perceive."

Bayfield principal Sheryl Fletcher said she didn't want to comment on the style battle but did say: "Clearly, we're in Herne Bay. It's a decile 10 school and with high socio-economic areas comes discretionary money."

Across the city at Remuera Primary, one mum said the pressure to look a certain way occasionally crossed her mind.

"But I wear whatever is comfortable. Some here do dress up and wear high heels."

She thinks it may come down to boredom. "I guess there aren't many opportunities to dress up."

But Liz Eglinton thought mothers at the school were relaxed. "I just put on what I'd normally wear for the day."

Helene Higbee agreed. She was on her way to an appointment when we visited and more dressed up than usual. "I'm usually in jeans and a T-shirt."

Taking over from dad, who had done the school run for six-year-old Harrison until just recently, Higbee said the school was "pretty down-to-earth".

"I think mums are dressed to go to work or in whatever they wear for the day. The people here seem pretty normal."

Personal stylist Jackie O'Fee said she has had several clients who wanted help with looking great at the school gate - and they tend to come from the eastern suburbs.

"It's fiercely competitive. I've had clients asking me to help them find something to wear to the school gates and I've looked for garments specifically for that purpose." The look they're after is not quite heels and bling, but certainly not trackpants either, says O'Fee.

"I've had women saying they couldn't possibly drop the kids off in trackies, but they don't want to look like they've tried too hard."

And the change from slummy to yummy certainly doesn't go unnoticed, says O'Fee.

"I've had feedback from mums saying, 'Oh, all the other mums at the school gate were saying you look fantastic'."

* Spot the difference

YUMMY MUMMY

labels
heels
make-up
designer sunglasses

SLUMMY MUMMY

trackpants
sneakers
food stains
pyjamas (on a bad day)

- HERALD ON SUNDAY