The Ageless Aesthetic

Why Great Style Has Nothing to Do with Age - According to Barbara, Founder of Mamu

Interview with Barbara
When Barbara set out to launch her luxury restwear  and sleepwear label, Mamu, she didn’t envision just another pretty sleepwear brand. She imagined a wardrobe for the in-between hours,  pieces made for women of every generation, designed not to perform, but to support.

And at the heart of it all was one belief: that great style is ageless.

In a sunlit Camden home, somewhere between design meetings and family dinners, Barbara, who co-created Mamu alongside her 18-year-old twin daughters, Eva and Talulah speaks freely about the industry’s obsession with age.

“We’ve been fed this narrative that certain silhouettes or fabrics or styles belong to certain decades of our life,” she says. “But the truth is, the best style moments happen when you’re not thinking about age at all. You’re thinking about how it feels.”

This idea is woven into every Mamu piece. From the Brushed Organic Cotton Striped Pyjama Set to the Organic Stretch Silk Joggers that move with you, the range is intentionally free from generational stereotypes. Barbara and her daughters wear the same pieces in completely different ways. One throws on the Marine Blue Cashmere Sweatshirt with vintage denim and loafers. Another wears it over pyjamas for a slow morning coffee. The effect is the same, effortless, elegant, deeply personal.

Barbara’s own approach to fashion has evolved over decades in the industry. A former Buying Director with years of experience on the business side of style, she understands how quickly trends come and go. What she values now is longevity not just in quality, but in feeling. The kind of clothes you reach for again and again, not because they’re trending, but because they ground you.

“You don’t need to earn your way into comfort,” she adds. “You don’t turn 50 and suddenly get a license to wear soft things. You deserve that at 18. You deserve that at 80.”

In Barbara’s world, comfort is not the opposite of style, it’s the foundation of it. The Mamu philosophy is rooted in ease. Easy movement. Easy mornings. Easy elegance. But behind the simplicity is something deeper. A quiet defiance of age-based fashion rules. A love letter to dressing intuitively.

“Style is a reflection of how present you are with yourself,” Barbara says. “And presence doesn’t have an age.”

As Mamu continues to build its cult following among women who are done with uncomfortable waistbands and done with being told what’s “appropriate” to wear, one thing is clear. This isn’t just about what you wear to bed. It’s about how you feel in your skin before sleep, after rest, during the moments no one else sees.

And that kind of style? It never goes out of fashion.