Many ads can actually do more harm than good on your self-image, especially because we’re used to seeing those perfect models, which are often photoshopped to look like they do in the ads. It is also the case for new mothers, who often feel less confident about their body-image after giving birth, so retailer “Mothercare” decided to do something about it.
They created a new and diverse ad campaign which celebrates postpartum bodies, and the ad series is called “Body Proud Moms”. It’s a campaign created for “The Women We See Competition” in London, and it aims to have participants which will make ads that reflect diversity and feature women from all backgrounds.
The runner-up of the contest, Mothercare, did exactly that.
Sophie Mayanne is the British photographer that took the breathtaking photos that feature women of all colors, shapes, and sizes, proudly showing off their postpartum bodies. She told CNN that they wanted to document the diversity of motherhood and the wanted the images to feel authentic and honest. The photos are not digitally manipulated, and the ad now appears in more than 30 underground stations in London.
Check out the amazing photos below:
Nardy, 20 weeks after giving birth
Kesia, 17 weeks after giving birth
Elanor, 14 weeks after giving birth
Chantelle, 11 weeks after giving birth
Sabra, 10 weeks after giving birth
Harriet, 26 weeks after giving birth
Sophia, 39 weeks after giving birth
Tina, 27 weeks after giving birth