Mothercare UK calls for new mums to be proud of their post-birth bodies

It's Nice That

In the latest celebration of body positivity, Mothercare UK has launched its #BodyProudMums campaign in collaboration with the creative agency mcgarrybowen. While new mum’s tums are often airbrushed or photoshopped to resemble a body that has not just gone through nine months of pregnancy, Mothercare’s latest campaign sheds light on the wonderfully natural post-pregnancy body. Photographed by Sophie Mayanne, known for challenging the media’s unrealistic beauty standards through photography, the campaign sees the photographer turn her attention to capturing the blissful joy between mother and child.

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February 26, 2019 at 05:15PM Posted by Its That Nice https://ift.tt/2UatY5s