When Karlie Kloss invested in Coterie, a direct-to-consumer diaper company beloved by new moms for its products made with cleaner, more sustainable ingredients, in 2023, the self-described “nerd” did her research.
“As an investor, something I’m always thinking about is how can I invest in products or companies that are better for you and better for the planet — that’s always my lens when I’m looking at what kind of partners I want to do business with,” Kloss tells PEOPLE. “For me, teaming up with Coterie was a no-brainer because it’s so authentic to not only the chapter of life I’m in as a mother, but I also felt really inspired by how they’re solving this problem in the market for a higher quality product that’s accessible and made with integrity so parents can worry just a little less.”
Kloss and her two sons — Levi Joseph, 2, and Elijah Jude, 7 months, who she shares with husband Joshua Kushner — are fronting Coterie’s new campaign, which is rooted in normalizing the physical journey of motherhood and advocating to feel good about what the body endures.
“I’m so proud to be a part of a company and a campaign like this,” Koda’s CEO shares with Klossy. “Coterie is all about supporting parents and helping you feel a little less alone. This campaign is all about finding self-esteem and respect for what our bodies go through.”
“I’m seven months into my second pregnancy and it’s just surreal what our bodies do, both before, during and after. I’m so proud to be here and to be able to talk about it.”
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Karlie Kloss shares rare photo with her two kids: ‘Quick stop home for a cuddle’
Below, Kloss gets candid with PEOPLE about pregnancy, postpartum expectations and the values behind the “mommy tribe.”
Your sons are your collaborators in this campaign. What is the secret of the quarrel between two children under the age of 3 on the set? “Let me tell you — it was chaotic, to say the least. Many, many snack bribes were involved. It’s amazing how far you can go with a bag of Goldfish. But we made it through the day — it was fun!”
Did you show them the finished product? “Actually, my husband just texted me a picture of a campaign billboard that just went up in our neighborhood, and I showed it to my son before I talked to you. He said, ‘Who’s that?’ It doesn’t make sense to him. His bum in a diaper, a mile and a half in our neighborhood, it’s such a surreal concept, and it’s so amazing and special to me, to have this full-circle moment with my boys.”
When did you first find out about Coterie?” From my close friend Ashley Graham, who was actually one of the first friends I saw go through as a new mum. She was such an amazing brand ambassador and I learned about it through her before I even had kids. So when she came to my baby shower before I even had my first child, she came bearing gifts of Coterie diapers!”
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How did you accept pregnancy more the second time around?” I was definitely more prepared for what was going to happen during the pregnancy process. But even still, there’s something so profound about the whole experience, and that’s what this campaign is really about celebrating and normalizing a lot. ways. It’s all backed up by data and science—I’m such a science geek. When you’re pregnant, your chest expands two to three inches. Your heart pumps 50% more blood. so it’s crazy when you really understand how much your body naturally works . There’s something so profound about the whole experience itself, and that’s what this campaign really celebrates and normalizes in a lot of ways.”
How about the postpartum experience?” I’ve tried to practice more self-compassion. I’m also using my voice with Coterie to raise the conversation about paid leave and why it’s important to support mothers in all ways postpartum — whether it’s the work environment, support with mental health resources, the existing paid leave policy. It’s something I understand in theory, but your perspective evolves when you have children. A statistic I’ve learned is that one in four women have to go back to work two weeks after giving birth, and actually your body is just starting to heal. It’s surreal to actually think about it.”
How was your return to work?” I wouldn’t say I was in a rush to get back into it modeling-wise. The first thing I did after my last pregnancy was speak at the Clinton Global Initiative on a panel about reproductive rights. And for me it was really, really important to stand up and talk about the work I’m involved in, and trying to support the many who are doing important work on that front. I was two months postpartum and pumping before I went on the panel. Even more than ever, I appreciate how important this choice is to me. My belief is that an individual should be able to choose when they are ready for this journey. For me, that was an important moment to emerge.”
What surprised you the most about motherhood?” I feel like I always say the most clichéd things, but the truth is, you don’t realize it until you’re in it. And one of the things that I couldn’t have appreciated before I was in it, is the value behind my mom’s tribe — how important that is. Both matriarchs in my life, including my own mother, who of course has been so important on this journey, but it’s also really about the tribe around you that you’re going through it with. It feels really thankful that so many of my friends were in this chapter of early motherhood around the same time. There’s so much you’re just trying to get through—it’s a day to day mentality. And that’s why it’s possible to trust a brand like Coterie, to trust that they source the best ingredients, that their wipes will be made with integrity, that the diapers will be of high quality, To me, that’s just one less thing to worry about or think about is key.”
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Karlie Kloss Opens Up About Life as a Mother of Two: ‘I’m in Love’ (Exclusive)
We know you can turn the red carpet into your own personal runway — but what’s Karlie’s mom’s uniform like?” Oh girl. That’s a wide range! I was just at a conference last week wearing a head-to-toe Gabriela Hearst suit and feeling all chic. And so I’m sitting here today in my Adidas sweatpants and maybe I’m feeling a little less chic, but I’m just working just as much, if not more. I’m in Adidas sweatpants and a hoodie because I like to walk or ride my son to school by bike. I’m that mom with the child seat on the back of the bike. I ride him to school, and to a conference call, and I do my best. But I’m definitely enjoying it in my busy mom life – some days in sweatpants, other days in ball gowns, but I manage.”
Are the boys in the kitchen with you yet?” Yes! And my 7-month-old is just starting to eat food. Before I called you, I picked him up from school and I sat and ate lunch with both of them. And it’s a really special chapter in life. – every day it becomes more and more interesting.”
Categories: Trends
Source: HIS Education