Franchesca Hashim - Photos and Interview

Mother Stories

Meet Twin Mama And Director at Everlane, Franchesca Hashim

Written by Erin Feher

Photography by Aubrie Pick

Feb 19, 2020

Considering that we create these mama profiles on a weekly basis, it’s fair to say that we have seen our share of cute family pics. But when the images for today’s profile subject came in from the photographer, we can honestly admit that we found ourselves in a jam. There were just TOO many adorable photos to choose from! That was in part due to the fact that today’s mother, the incredibly stylish Franchesca Hashim, went and made two exceptional baby girls at the same time. Her twin 21-month-old toddlers, Zora and Naima, are bursting with personality, and the complete adoration their mama feels for them is apparent in every single shot. A born-and-bred Bay Area girl, Franchesca has helped build the brands of some of San Francisco’s most noteworthy companies, from Airbnb to Everlane, where she is currently the brand marketing director. She is the consummate city girl—she has lived in the same Golden Gate Park–adjacent apartment for more than a decade, slowly transitioning it from a roommate crash pad, to a young couple’s first love nest, to a family home fit for a successful couple and their two high-energy toddlers. We spent the morning with this incredible girl gang, and saw first hand that twin life is truly double the fun. Click through the slideshow below for the full tour and Q&A with this incredible mama!

: "I’ve been in this apartment for over 12 years! It was my very first apartment, so as you can imagine it’s seen a lot. My first crazy roommate, several thereafter, my boyfriend-turned-husband, a puppy, and now twin girls! When I first moved in I never imagined this being the place that would carry me through it all, but as crazy as it seems, it’s kind of magical."

: Franchesca wears a Staud skirt and Everlane sweater. Zora and Naima wear Zara dresses.

: "My home is relaxed, personal, and always a work in progress. The design of the home has always been fluid, as I've transitioned through so many life stages here—I haven’t allowed myself to be completely intentional with the space as I imagine I would when I move somewhere new. Although I like to think that even with that said, it feels inviting, well-loved, and that even the nicks and dents remind you of my family in a special way."

: Stunning works by Richard Yarde hang above the sofa.

: "Since I’m renting I haven’t done much, but the biggest game changer was just swapping out the light fixtures! This apartment was built in the 1920s and at some point I started to think that the lighting was, too. Simple updates such as paint, great curtains, and the lighting has made all the difference."

: "Take your time, live in your home for a bit, and let the space guide you."

: Busy builders.

: "The living room is one that we’re always reworking to try to find the right balance between kid space, adult space, and entertaining. We don’t have a dining room, so the living room becomes the main gathering space for the family, friends, kids, our dog…it’s a lot."

: "The art and the family photographs for sure. We’re lucky to have some great art pieces in our home by Hank Willis Thomas, Richard Yarde, Adam Feibelman, and family pieces. I also love scattering photos of loved ones around the house; it’s always lovely to pick up forgotten photos as you're straightening up."

: "With our apartment being so small, we limit toys to their bedroom and the living room. I want to scale back on the living room, but it’s hard to pull off, so instead we’ve got decorative baskets to hide the toys in but still make it look as if adults live in the space."

: Replacing the ancient light fixtures in her long-time rental apartment was a small change with big impact.

: "The most exciting part about motherhood is the self-discovery of it all. I love helping my girls discover themselves while also finding myself in the process."

: "I want to protect their happiness. Unfiltered joy is so rare to have, and kids seem to have infinite amounts of it. I get worried for the moments when the joy won’t come as easily for them and try to make sure I’m there to guide them back."

: "I’ve always wanted girls. I think that there’s something supernatural about being a woman and the thought of raising two is an insane blessing. The thought of raising intelligent, empathetic, and loving black women in the world makes me proud."

: Naima greeting the garbage trucks.

: "Naima Matalyn Sue. Naima is a great John Coltrane song and Matalyn Sue is Che’s grandmother, who was a force of nature. Zora Judith Eve. Zora after Zora Neale Hurston, one of the most prolific writers of our time. Her middle name is after my grandmothers Judy and Eve, who play a huge part in my life."

: "The girls' room was so much fun to develop. It is the only space in the house that I mapped out every little piece and enjoyed it every step of the way. I wanted it to have feminine details but not overwhelm you with colors, gender, or even design. It’s a space that allows for chaos, whimsy, and hopefully some good naps every now and then."

: "They are 21 months and they are the best parrots I’ve ever had. They are incredibly smart, outgoing, silly, and will repeat anything you say, so be careful! I’m amazed by how much language they’ve picked up from singing songs, to recounting their day, to even bossing each other around—it’s all been the best source of entertainment I could ever imagine."

: Naima has a new morning routine of climbing into Zora's crib and waking her up.

: "I always knew I wanted to be a mom. My mom always made being a mom seem fun; I was her 'little' best friend who would accompany her wherever she went. She made being a mom feel natural and aspirational…I never questioned it."

: "My pregnancy was difficult. At 23 weeks I went into preterm labor due to a shortened cervix and was in and out of the hospital until I delivered at 37 weeks. That entire time I was on doctor-ordered bed rest and terrified of going into labor again, so while I didn’t do strict bed rest, I definitely wasn’t out and about. While being on bed rest can be an isolating experience, I also found peace in being forced into relaxation where my only ask was to focus on my babies."

: Never too many cute cooks in this kitchen.

: "It was at my second ultrasound! I had a miscarriage prior so was pretty nervous when I found out I was pregnant again, so I made sure to go frequently to the doctors. The first time around I was joking with the nurse about there being more than one in there and she kept insisting it was one baby. To my surprise—and everyone else's—at my second appointment the doctor was very confused while doing the sonogram. She asked 'You had an ultrasound before and they said it was one baby, right?'...'Yes.'...'Hmm, looks like there’s two...Baby A...Baby B. I need to grab another doctor for a second opinion.' I just laid there laughing nervously because I didn’t even know how else to react!"

: Adding pretty drapery and fixtures was another high impact design hack.

: "I feel more resilient and definitely more efficient. Being a twin mom, you can’t overthink things or you will overwhelm yourself with the unpredictability of it all. You have to make a plan, be ready to change it, and just power through it all. I can’t spend a lot of time worrying, it’s too much of a luxury that my day can’t afford."

: "You know those cute moms that bring their babies to well-designed coffee shops in a little sling? I’ve never been one of those. We come into a place hot: too much stuff, a lot of babies, and very wild. I’m very grateful for any and every stranger that’s ever entertained my kids, if even for a second, while I drink my coffee."

: Yum!

: "To say being a twin mom is the best thing that’s ever happened to me feels like an understatement. I have two chances to watch two completely different humans blossom at the same time and experience life in very different ways."

: Learning all about the one-and-only Serena Williams.

: "Yes, I took 5.5 months off and loved every bit of it. Every parent deserves the right to spend time with their new babies, it shouldn’t be considered a luxury to bond with your child."

: "I read a few while pregnant, but I never felt like there was one book that stuck with me. I found that grabbing coffee with as many moms as possible was the best way for me to learn, and to find my support system of other families."

: Franchesca wears a Bridge and Burn jumpsuit. Zora and Naima wear H&M dresses.

: "Michelle Obama and the way she raises her daughters is a true north star for me. I once was listening to her be interviewed and she said 'Being a mother has been a master class in letting go' and for a ivy-educated attorney, now First Lady, to say that was bold. Letting go isn’t about letting yourself go, it’s about realizing that you can’t always control the outcome, and that's OK."

: Hands full, heart full.

: "My childhood was great. My father, Michael, died when I was young and I was raised by my mom alongside a village of family that loved and supported me. I was often with my brother, grandparents, cousins, aunts, and uncles. My family is huge and all still in the Bay Area, which made life familiar and safe. I’ve done brief stints away from the Bay Area, but have always come back so that I could raise my kids in a similar way. I want them to know that family is close and they will always be in a place where they belong. I also have a little brother who is 10 years younger than me and born near the time of my dad’s death. Having the little baby near me gave me a place to focus my energy, and also test out my maternal skills. My brother would likely agree that he’s glad he was the test kid instead of my actual child."

: "It’s both tight and loose at the same time! For example, I will pack a diaper bag like we’re entering an apocalypse but when we get to the playground mine are the ones with one shoe off eating someone else’s snacks. The things that I can plan, I go big on, which includes activities, grocery shopping, scheduling, etc. but then the rest of the things in between I just let happen."

: "Being a mom during this time has made me a lot more emotional at the state of politics. In 2016, I felt anger and a deep sense of betrayal from the country I loved. Now I feel sad that my children are being raised in a post-Trump world that is cynical and harsh. Part of me wants to protect them from this time, but I also know they’ll loose the beauty in the lesson. Once I work through the lesson myself, I want to make sure my girls are made stronger by it."

: "Don’t be afraid, it’s fun on the other side, I swear! Get ready for the million 'you have your hands full' comments from strangers, give a nice smirk, and know that you can do it. It’s an overwhelming experience, but the way your heart explodes is way more overwhelming than figuring out how to change two diaper blowouts at the same time."

: Always by mama's side.

: "I love being a mom more than anything in this world. I would love to have another child, but living in San Francisco makes it a bit hard for me to imagine what my life would be like with one more."

: "I am the brand marketing director at Everlane, and prior to that I was at Airbnb. The work that I do now is around filling a brand with meaning and keeping people engaged with the mission alongside the product. I love the time that we’re in, where people are questioning institutions, companies, and brands to make sure that their dollars are being used as a force for good—it’s incredibly powerful to hold companies accountable in that way. At the core of what I love is bringing people together for shared experiences and helping them find the space where they can find belonging."

: With two growing, always-hungry toddlers, snacks are always at the ready.

: "I’m a California girl all the way through. I grew up in the Bay Area and went to college in L.A. at Loyola Marymount. Over the summers, I spent time in NY visiting family friends, but always knew that California was home—the weather, the vibes, and it’s just so beautiful. I’ve built my life in San Francisco, everything from navigating my career, meeting my husband, and starting a family. As for my career path, as a kid I was always a huge book nerd and loved the idea of escaping into someone else's story, so I knew that storytelling was in my future from a young age. I fell in love with the idea of being a broadcast journalist in high school, because of my love for the news, but shortly realized after just one class in college that being behind the camera was way more satisfying for me. I studied Communications in college and went on to work at a PR agency out of college, then transitioned into marketing over time. I now tell the stories of brands, people, and community in a way that feels good to me."

: "It’s interesting, because I always thought I knew what I wanted for my career until I had kids. Now, I question where my energy is being focused and if it's worth the trade off of energy I could be expending on my kids, which is a pretty high bar. I am grateful for where my career path has led me and the opportunities I’ve had to date, yet I’m now in a place of figuring out what happens when I put motherhood ahead of my career goals. I'm ready to explore the path that takes me on. I don’t believe it’s a trade off, because I honestly believe good things can come from it, but it’s a vulnerable place to be in."

: Franchesca wears a Zara blouse and Everlane jeans. Zora and Naima wear H&M sweaters and Target leggings.

: "I am incredibly grateful for the support system that I have here with my parents, grandparents, brother, extended family and friends—and even neighbors!! I will take support where I can get it! It keeps me from feeling isolated as I navigate motherhood for the first time."

: "I would say get specific about how you want to feel when you’re divvying time with people and projects. This has allowed me to remain present in my life and remember what I want from the relationship. When I spend time with my girls, I want to be more joyful, with my husband I want to be more loving, with my career I want to be more creative—these intentions don’t require more time, just a different focus. It can be a clarifying process that can and should evolve over time."

: Plenty of pretty pictures from the wedding of the century.

: "My goodness, I am infinitely guilty! The biggest stress that I have is not being able to let go of the stress of the work day to be fully present when I get home from work. I try to drop my bags—literally and figuratively—at the door and immediately get silly with my girls, but it’s not always easy. I make a point not to work on the weekends, even if it means more stress during the week, because that time is so sacred to me."

: Mama better be ready to share her jewelry.

: "I love the access. The city makes it easy for us to experience culture, and with twin toddlers, having a low barrier to entry allows us to stay engaged. We’re across the street from Golden Gate Park, Academy of Science, and the de Young Museum, so even on a lazy day we’re in the middle of the action."

: "The East Bay—does that count? I grew up that way and while I love San Francisco, you can’t beat the diversity, the relaxed vibes, the sun, and the extra breathing room of the East Bay!"

: NBD. Just a little personal note of congrats from President Obama and First Lady Michelle.

: "We love Golden Gate Park for endless exploration; Celia’s by the Beach is a Mexican restaurant in the Outer Sunset that is the best for delicious food, drinks, and 5 p.m. toddler-friendly dinner times. We’ve recently been very into the Presidio for weekend picnics and adventures."

: "My style is pretty minimal with a few key pieces that make my style feel personal. I never want my clothes to greet you before I do, or for them to be the statement. It just hasn’t been my style since I was a kid to be overstated. I love simple design with strong details and strong accessories to pull it together. I like to think that I haven’t landed my personal style just yet, and that it’s evolving as I do."

: Because let's face it, there is enough laundry to do without risking those cute sweaters to flying pasta and peas.

: "My style has definitely changed since I had children. I only have a finite amount of time in the day, so I focus on things that make me happy and provide more time with my girls. Leaning into trends is not something that I’ve decided to make space for in my day right now. Do I often wish I had the perfect gold sandal for the rare night out? Of course, but for now I’m more wishful for a stain-free wrinkle-free perfect white blouse."

: The happiest, cutest chaos around.

: "Right now my uniform is all Everlane. I likely have at least two pieces of Everlane on a day. The products are so easy to wear, well designed, and I instantly feel put together. Since becoming a mom, I’ve also become obsessed with wearing my kids' names on my me—stitching, monogram, engraving, you name it—I can’t stop! Ariel Gordon has this great medallion that I wear everyday with both of my girls' names on it, so it's definitely a staple."

: Love in every moment and motion.

: "It’s annoyingly boring! I start with the basics such as Cetaphil face wash and a Glossier skin cream. For my actual make-up my friends would say I’ve worn the same make-up since I was 13. It often involves some type of bronze/neutral eyeshadow, black eyeliner, mascara, and a cheek pop such as a bronzer or blush. I’m trying to get better at lipstick for a fun pop, but often it’s Aquaphor lip balm."

: Franchesca wears an Alex Mill blouse, Everlane t-shirt, Everlane jeans, and Adidas Stan Smith tennis shoes. Zora and Naima wear Old Navy jeans, sweaters from Paris, and H&M shoes.

: "Once the girls turned a year, I took time to focus on my mental health, as I had poured so much into my pregnancy and their first year. I’ve started going to therapy, doing some acupuncture, and making room for quick massages when I can. Now, I need to focus on my body health, as that took the furthest seat back in my priorities. I’m likely going to ramp up with a few group classes—I need a cheerleader telling me that I can make it through the 60 minutes without dying."

: "Since the girls, it’s been challenging to find 'me' time to discover what it is that I want to do when it’s only for my own pleasure. I’ve started by just creating the space to hang with girlfriends to catch up, have drinks, see a show, and experience the city without any guilt. The guilt and the time crunch are things I need to let go of so that I can fully experience 'me' time. I feel guilty for prioritizing myself, and then feel stressed that I have a million things to do but instead I’m out on the town. I’m getting better at it, but it can be challenging to work through."

: A firm hand-holding grip is a twin-mama must-have.

: "I think about being a strong role model for my girls a lot, but not in the sense of ambition or lifestyle. I think about what emotions I want them to model, what experiences I want them to have, and focus on discovering what brings them joy—not what brings me joy as their mom. I don’t want my children to be miniature versions of me, I want them to be full versions of themselves, so I’m constantly navigating what behaviors I need to demonstrate for them to do that."

: "My 2020 manifestation is to create more space for things and people I love. It’s not about adding more hours to my day, but making sure I’m prioritizing the things that bring me and my family joy. I’ve realized that I’m not willing to 'juggle' being a mom, so I need to do the work of what it means to be a happy mom first, and then juggle the rest of life's priorities."

: For more on Franchesca and her gorgeous fam, make sure to follow along on Instagram.

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Meet Twin Mama And Director at Everlane, Franchesca Hashim

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Meet Twin Mama And Director at Everlane, Franchesca Hashim

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The Sisters Behind Lady & Larder

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Portraits Of Early Motherhood

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