Mothercare has announced its new body positive campaign – and the response has been incredible.
The mother and child retailer took to social media to reveal their new campaign Body Proud Mums.
On their Instagram account they posted an image of new mum Kesia cradling her 17-week-old baby and modelling in just her underwear, with her stretch marks on display.
‘At Mothercare, we believe all mums are beautiful and should feel proud and confident about their bodies,’ wrote Mothercare, ‘#BodyProudMums’, they added.
They then introduced mum Kesia who explained that she is taking part in the campaign to show that there is no normal when it comes to how you should look after having a baby.
‘I always knew my body would be different after giving birth,’ reads Kesia’s story, ‘however, I didn’t expect my mind to take so long to get used to seeing myself.
‘I was never “skinny” but I put on more weight than I thought I would,’ she continued.
‘A lot of friends had babies close to me and they post online about their bodies, and I do feel upset sometimes that I haven’t bounced back in the same way they have,’ admitted the new mum.
‘I know every woman is different and I am not as hard on myself anymore.
‘I wanted to take part to show people that it is normal to look like this after having a baby,’ finished Kesia. ‘I want to show the baby is more important than the marks!’
The inspiring Instagram post received nearly 7,000 likes and over 300 comments in just a few hours.
‘Love love love this post!!’ wrote one follower. ‘It’s taken me a while but I’m post babies and fitter and stronger than ever but I had to do it in my own time on my own timescale!
‘I will never be skinny or get my tummy and all it’s stretch marks out but it housed my babies so I don’t care!’
‘I really needed this today,’ commented one struggling mum. ‘5 weeks since I had my baby, wouldn’t change my life now for the anything… just wish I would stop crying over how my body looks now!’
‘Beautiful!’ wrote another Instagram user. ‘Good one Mothercare, more of this please! More representation of every side of motherhood please!’
‘I adore this,’ added another. ‘We need more of this. The reality, the strength, the beauty. Well done @mothercareuk’.