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Sylvana Ward Durrett has long been in the world of fashion. The mom of three worked at Vogue for 14 years, starting as the assistant of Anna Wintour and eventually becoming the director of special projects, where she turned the Met Gala into the megawatt event we know it as today. Durrett’s love of clothes has always been an integral part of her job. In 2017 she transferred her knowledge of all things sartorial into her business Maisonette. The e-commerce platform has been described as the Net-a-Porter for children and offers chic yet sensible clothes for kids.
As is the case for many women, motherhood has changed Durrett’s perspective on work. In 2012 she had her first child, Henry, now 9, followed by Grace, 7, and Millie, 4. “Prior to having children, I saw myself as a career woman—driven with set goals in mind on where I wanted to be in 5, 10 years,” she tells Vogue. “Post-having children, that drive is still in me, but it’s tempered with a healthy dose of work-life balance.” That harmony has helped her develop her business. Maisonette recently launched its own in-house label, Maison Me, as well as a women’s section to help mothers complete their “mom-iform” in an elevated but down-to-earth way. As for Durrett’s uniform, you won’t catch her in a pair of heels more than three inches high while she’s hard at work.
Below, Durrett discusses her mom style, how her kids dress, and how her years at Vogue helped her launch her startup.
Vogue: How did you see yourself as a woman before, and how do you see yourself now?
Sylvana Ward Durrett: I’m shockingly able to compartmentalize my work life and my family life, which I think is super key to being a working mom. Sure, I have more guilt now for missing an occasional soccer practice or parents’ night at school, but you begin to realize that it’s not about the amount of time you spend with your children but the quality of that time. I see myself as this multitasking, always moving human, and frankly, I’m not sure I would have it any other way.
How has motherhood changed how you think about your personal style?
Well for one thing: heels. Gone are the days of wearing 3-to-4 inch heels to the office. I fantasize about those days, but I’m grateful that Mom-clunky-Birkenstock sandals are back in style. But my style nowadays is way more casual. I’ve adopted a uniform that works for me but is also, dare I say, stylish. Typically that involves jeans with a clunky sandal and lots of layered personal jewelry. Also, I have more piercings now, because it makes me feel edgier. Ha! My style description would be “trying to be edgy mom.”
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How have your experiences contributed to creating Maisonette?
My time at Vogue was like my business school. Watching Anna [Wintour] for nearly 15 years was incredibly valuable and inspiring. I bring that work ethic to Maisonette every day—the idea that no obstacle is insurmountable, that there is always work that you can do to make things happen. Working in a startup offers challenges daily, and it would be so easy to just say this is too hard, but that’s never been an option for me. I thank Anna and Vogue for that.
Has your mom taught you any lessons about being a mom?
I think the greatest lesson my mom has taught me is that you don’t need to be your children’s friend. Sometimes the hardest work is saying no when it’s so much easier to say yes.
How do your kids dress? How do you shop for them?
My kids’ style changes. When they are younger, particularly Millie, they want all the frills. Princess dresses, bows in their hair. Gracie is now at an age where she is experimenting with style and has an opinion about everything. It’s been so instrumental to me to be living this process with them because it informs so much of our assortment strategy and the brands we bring on for different age groups. Neon Rebels, our newest private label brand, is geared more toward older kids, like Gracie, who have more autonomy in the way they dress. We refer to it as our kid-driven line—the things they want to wear. Whereas Maison Me, the first private label line we launched, is geared more toward Millie’s age—the things that we as parents are thrilled to put them in but that they eventually age out of.
What are some misconceptions about motherhood and style?
That you have to give up on style just because you have kids. There are so many options now for moms and it’s something we are looking at, at Maisonette. Dressing moms with a mom lens in mind—comfort, ease of use, things you can throw on for affordable prices and still feel stylish in. The Mom uniform, if you will.
What are some pieces that you’ve let go of since becoming a mom?
Sky-high heels. Honestly, what was I ever thinking? I won’t go above a 3-inch heel anymore.
What are you wearing these days?
I’m all about my uniform. In the fall it’s typically jeans, a tee or striped dress shirt, and a great boot or sandal. Lots of personal jewelry to layer. In the summer, it’s an easy throw-on dress, the same shoes, and accessories. I keep it simple.
