Real Mums Share Their Beautiful Post-Baby Bodies in New Mothercare Ad

Emily Manning

Emily Manning

February 27, 2019

Post-baby body Mothercare ad - Mykidstime

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From surgical scars to stretch marks, post-baby bodies are AMAZING! Your body has grown, nurtured, delivered, fed, and kept your baby safe – it deserves to be celebrated and not shamed. This is why we LOVE the new Mothercare ad where new mums share their beautiful (and real!) post-baby bodies.

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Have you ever watched a movie or ads on TV that have ‘new’ mothers who have instantly snapped back in to their skinny jeans or skimpy swimwear…frustrating, right? For most women, this just doesn’t happen and all it delivers is a blow to your self-confidence.

The early weeks and months of motherhood are a hormonal journey unlike any other – and feeling any external pressure to look, feel or dress a certain way is an unnecessary stress.

This is why we were thrilled to see the new Mothercare ad which champions post-birth bodies in a campaign that breaks stereotypes about new mums.

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Post-baby body Mothercare ad - Mykidstime

“Body Proud Mums” was the runner-up out of more than 90 entries in Transport for London and City Hall’s Women We See competition. The competition encouraged advertisers to move away from gender stereotypes and create more positive and inclusive work.

The ads feature 10 portraits of real mums and their post-birth bodies, and will be displayed across TfL’s network and social media. They aim to help mothers feel more positive about their bodies by combating unrealistic ideals and societal pressure to “lose the baby weight”.

Post-baby body Mothercare ad - Mykidstime

Photographer Sophie Mayanne, who pledged in 2017 to not digitally manipulate skin in her work, shot the images and says they “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.”

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What do you think of the new Mothercare ad? Leave a comment below and let us know – we’d love to hear from you!

Real post-baby bodies in Mothercare ad - Mykidstime

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Published On: February 27th, 2019 / Categories: Lifestyle / Last Updated: March 28th, 2021 / Tags: , /

About the Author: Emily Manning

Emily is the coffee-loving Editor of MyKidsTime. Mum of one daughter and two naughty Tibetan Terriers, she is particularly partial to Curly Wurlys and unable to resist pretty stationery and new cookbooks. As an avid foodie and domestic goddess-wannabe, she is most likely to be found in the kitchen.

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