No comments yet

Mothercare Body Proud Mums


The new Mothercare ad campaign highlights the importance of real representation of mothers not long after they have given birth. The photographs are untouched. It has been hailed as a triumph for women and is the latest in a line of campaigns looking to change the conversation around body image.

The campaign comprises 10 photos of women holding their babies and wearing only underwear — revealing scars, stretch marks and other physical effects of pregnancy and childbirth. The ads appear in more than 30 Tube stations across London, on LCD screens and escalator panels.

My body isn’t magazine perfect, but when I look in the mirror I see a mum and there is no greater honour, love or blessing as being a cool mum.

Behind the campaign imagery is another amazing woman, photographer Sophie Mayanne, who pledged in 2017 to never digitally manipulate skin in her work. Sophie added: “The images depict the raw and incredibly emotional experience of childbirth. The aim is for mums of all shapes and sizes to be able to identify with these photos in one way or another, and to feel more confident with their imperfections.”


To offer support and advice to new parents, we are working with national charities NCT and PANDAS, as well as offering a wide range of activities and events designed with mums and dads in mind. Look out for our new parent meet-ups with the NCT, expectant parent events, baby sensory classes and other sessions in selected stores across the UK


Read more… #bodyproudmums

How To Practise Self-Care

Mental Health Care Funding For New Mums

Post a comment

%d bloggers like this: