Lauren Astry Sorensen
Senior Director, Global PR & Communications

We'd love to hear what you like least - and most - about motherhood?

Everything that comes after pregnancy is what I like most about motherhood. Being able to see the world through pure eyes and watching a child learn and grow into their own person is such a magical and rewarding experience. Both pregnancies were tough on me for different reasons. I have had a lot of medical issues for this current one and truthfully it has taken a physical and mental toll on me. With that said, it is not lost on me how extremely lucky I am to be able to have access to amazing medical care and unfortunately not all women have this. That’s why organizations like Every Mother Counts and Black Mamas Matter Alliance do amazing work to provide resources, education and support  for those who may not have access to them. 

Having been close to fashion for many years professionally, has your approach to shopping changed over time?

Absolutely. Comfort has always been a priority for me, but as I get older, quality is equally important. I have also become more interested in the background of the brands I am buying from. I think in general we are more conscious consumers these days. 

What's one of the most valuable/beloved things in your wardrobe?

Different pieces hold different values. I have an upcycled coat I recently had made of my great grandma’s quilt. I loved it so much that I had a matching one made for my son. How has the communications and PR professional sphere changed since you got into that space?

The media landscape is constantly evolving. The way people consume information has changed over the last 10 years, 5 years and even in the last 2 years due to the pandemic. As consumers are being served more information and have more access than ever before in the palm of their hands, it has become harder for brands to breakthrough in an impactful way. But it’s also an opportunity for brands to be more creative in how they are approaching communications. It’s not one size fits all, but finding the multi-faceted approach that feels right and authentic for the brand and the demographic they are trying to reach.

What advice do you have for small brands when it comes to PR and brand building in this noisy direct-to-consumer world we live in?

Have a clear vision and stay authentic to your brand ethos and values, but don’t be scared to evolve.

Do you have any very special traditions from growing up that you work to replicate with your own family as it grows?

My mom is an expert at making the holidays feel special. She is the reason I love Christmas so much. My husband and I try to pull traditions from each of our childhoods, but also try to establish new traditions as well.What are the things you don't sweat now that you used to worry about?

I guess we will find out after this next one is born!

What things have you been influenced to do as a parent or consumer that you look back on and think - I could have skipped that activity/buying that thing/following that fad?

The best advice I’ve received is that there is not one right way to parent. Every child and situation is different, but perhaps the only thing that every parent needs is patience!

Who are you closest to in your life now, and how has that changed over the last ten years? How has motherhood changed your community?

I think in general the community around you changes as you grow throughout life. I have a group of close friends that have been in my life for years and I am extremely close to my family. I am also very lucky to have an amazing husband and together we are doing our best to figure out this whole parenting thing one day at a time!Shop Lauren's Look: Poplin Tiered Top