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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“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”.

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!