The Mothercare campaign has been praised by mums [Mothercare]
With the deluge of touched up and edited model campaigns it is a breath of fresh air to see Mothercare changing the narrative.
The popular high street retailer has been praised for its latest campaign in which shows new mums with their natural post-natal bodies.
Mothercare has ditched the photoshopping and airbrushing in favour of celebrating real women with real bodies.
The campaign features real mums [Mothercare]
The campaign shows mums post-birth [Mothercare]
From stretch marks and curvy tummies to heavily swollen boobs, the brand’s Body Proud Mums campaign promotes body positivity.
The campaign, which includes 10 beautifully captured images, will be promoted across London underground tube stations.
According to a report, over a half of new mums admitted to not being proud of their bodies after giving birth, according to new research by Mothercare.
The campaign has not been edited or airbrushed [Mothercare]
The real campaign is called Body Proud Mums [Mothercare]
In addition 80 per cent of UK mums said they compare their post-birth pictures to unrealistic images online.
Around 51 per cent of new mums say they use filters when posting on social media to hide parts of their bodies they don’t feel comfortable with.
Also, 61 per cent of mums say they feel their true pre and post-natal experiences are not properly reflected in public campaigns.
Mothercare has been praised for championing their real women [Mothercare]
The brand’s Body Proud Mums campaign promotes body positivity [Mothercare]
Linda Papadopulous, psychologist and author, praised the campaign saying: “The way we see and value our appearance, our ‘body image’ can significantly affect our thoughts, feelings, behaviours and overall quality of life.
“This campaign hopes to reduce some of the pressures that new mums may be feeling by celebrating the body changes that come with motherhood rather than trying to edit them out.
“Very often, we end up showing compassion to others that we simply can’t show to ourselves when it comes to how we feel about our bodies.”