Updated: Feb. 27, 2018
Originally Published: Feb. 27, 2018
In a notable shift from its typical focus on stylish, affordable apparel for families, Gap is generating buzz this week for including a breastfeeding mother in its new advertising campaign.
Breastfeeding in public remains a contentious issue, with many mothers feeling pressured to cover up while feeding their infants. This stigma persists despite ongoing discussions about normalizing the act, leaving many women feeling embarrassed or shamed. However, Gap’s recent Instagram post featuring a model breastfeeding her baby during a photoshoot sends a powerful message of support.
The new apparel line, Love by GapBody, includes a range of comfortable bras, loungewear, and sleepwear designed for mothers. The brand showcased the breastfeeding moment organically, as model Sarah Johnson shared her experience with the Chicago Observer, explaining how she felt comfortable nursing her child during the shoot. “When my baby needed to eat, I informed the team, and they encouraged me to go ahead,” said Johnson. “I believe that if my baby needs to nurse, I will do it without hesitation.”
This heartfelt display of motherhood has received widespread acclaim online, with many praising the elegant execution and meaningful message behind the campaign. Though the “normalize breastfeeding” movement has gained traction over the years, the visibility provided by a renowned brand like Gap is significant.
It’s disheartening that women still encounter scrutiny regarding their feeding choices—whether breastfeeding, using formula, or pumping. Such matters should not even warrant discussion. As long as societal pressures persist, endorsements like Gap’s are essential. Additionally, the representation of breastfeeding among women of color addresses the unique challenges faced by this community, who often face heightened criticism.
Johnson hopes that the campaign inspires and empowers mothers everywhere. “I want women to feel confident and supported,” she expressed. “Encouraging each other is vital.” For further insights on related topics, you can explore our other blog posts, including those on terms and conditions and fertility boosters for men.
In summary, Gap’s choice to feature a breastfeeding mother in its advertising is a commendable step towards destigmatizing breastfeeding in public. This bold move not only supports mothers but also contributes to the ongoing conversation about normalizing breastfeeding across all communities.