We talked about parenthood and sustainable values with Berlin based photographer and model Edda Petursdottir. 

Hi Edda, Can you tell me about your experience as a mother? What are some of the joys and challenges you've encountered?

Well, the joy is by far the unconditional love that you didn’t experience before. It’s so powerful and amazing. The challenge can be juggling work life with motherhood. Those sleepless nights can be extremely exhausting. My daughter still, to this day (she is almost 3), does not sleep through the night, so for me, that has been the biggest hurdle. But I know it's only a phase that will pass.

What are the most important features or qualities you look for in a baby bag?

Multiple compartments to store things, and it also needs to complement my own style.


What style or design elements do you prefer in a diaper bag? Do you lean towards a more classic, trendy, or functional style?

I would say minimalistic and classic, but it also needs to be functional.

Do you appreciate a diaper bag's must-have accessories or organizational features?

I do appreciate accessories such as a layout blanket for changing on the go.

What are your thoughts on sustainability and eco-friendliness when it comes to motherhood products like bags?

I think it’s important to choose a smart, common-sense purchase for a better future. It is so refreshing to see a brand such as Ask doing stylish eco-wear, especially for motherhood. There used to be a gap in the market that you have filled.



Are there any specific messages or themes you hope to communicate or inspire in other mothers through your involvement in this campaign?

Buy less, buy smarter. Educate yourself and look at where the brands you wear and buy are made and who they are made by. Are they affecting the environment in a negative way? Do you need another t-shirt for your child or do you have enough? Think before you purchase. Less is more.

Balancing a career as a model and photographer with motherhood can be challenging. How do you manage to juggle both responsibilities effectively?

Honestly, it can be challenging at times. Work comes in waves. But when there is downtime, I try to mainly spend it with my daughter and fiancé. I don’t do as many dinners and outings anymore; rather, I wake up early and spend time with the family as much as I can. And if I do need me-time or want to socialize with friends, I do it with a yoga class followed by lunch. 



What strategies or routines have you found most helpful in maintaining a healthy work-life balance?

Sleep when you can, as early as 9 pm. You underestimate sleep until you lack it as much as a new parent. I try to maintain the same lifestyle as I had before: workout 2-3 times per week at least, eat healthy. The usual but so important steps towards overall balance. I also do cold plunges, try new workout methods such as EMS training etc. I try to mix up my workouts to keep it exciting, interesting, and fun.

Photography by Edda Petursdottir 

@eddap / @by_edda / www.eddapeturs.com