Mothercare launches the #BodyProudMums campaign

Feb 2019

Yay for Mothercare and this great campaign that celebrates the beauty of the post-birth body. This side of motherhood is often unseen in the media, leaving most new mums feeling unrepresented and reinforcing post-patum body negativity.

We’re giving Mothercare a standing ovation for this one. More of this, please.

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.
— Sophie Mayenne, campaign photographer
Michelle Gibbs