British baby product retailer Mothercare’s new out-of-home campaign features photographs of women proudly showing their bodies have been changed by pregnancy and childbirth.
Showcasing a diverse selection of 10 mothers with their newborn babies, the pictures will be shown across London Tube stations.
The ‘Body Proud Mums’ campaign, created by mcgarrybowen has already received praise for using images of women and their real bodies in underwear without any airbrushing.
Liz Day, parenting consultant at Mothercare, said: “We hope that these honest photos showcase the diverse reality of the post-birth body and offer reassurance for mums that every body is beautiful and unique.”
Body Proud Mums was the runner-up in Transport for London’s Women We See competition. Mothercare say it seeks to normalise women’s experiences, spark a positive conversation and help mums feel confident and proud of their bodies. “At the heart of the campaign is the belief that all mums are beautiful. After all, their bodies have just performed a miracle,” reads a statement on the brand’s website.
Photographer Sophie Mayanne was behind the images. In 2017 she pledged 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.”