Finding media with campaigns that promote breastfeeding is something that happens more and more frequently. And it is that between fighting against those who discriminate against nursing mothers, and continuing to publicize all its benefits, the issue of breastfeeding is one of the most frequent issues when talking about motherhood.
But what about the advertising of clothing brands, for example, that seeks to identify the customer with the models that appear in it? Have you ever seen any where you see a mother breastfeeding? Well, there already is, and it's about the American brand Gap, who in one of the photographs to show one of her clothes, has chosen a mother with her baby, who appears to breastfeed.
A few days ago, Gap posted on his Instagram account two images to promote his line of basic and comfortable clothes "Love by GapBody", which consists mainly of sleepwear and relax at home. They appear a mother and her baby, and Although this clothing line was not created specifically for nursing mothers, for their image they chose a mother with her baby.
The shirt we see put on the mother is a very comfortable, soft and with a neck wide enough so that you can breastfeed your baby. In the first image, we see him with his son in his arms, while in the second, he has simply lowered his shirt collar a little to feed him.
The reactions of the people were swift and the publication of Gap has been filled with comments applauding the initiative of the brand, by showing something that is common in the lives of mothers. With that, people recognize the brand for normalizing and making visible to nursing mothers in fashion advertising, something that is usually done only when it comes to promoting breastfeeding.
Actually, there is a story behind photography. The model was called to do the campaign photo shoot and took her baby, since the main idea was to portray a natural moment between mother and son, as if they were relaxing at home. While the session was taking place, she paused and asked permission to breastfeed her baby right there.. They said yes, and even asked if they could continue taking pictures while breastfeeding, to which she agreed.
In the end, Gap decided to leave the picture of her breastfeeding her baby and make her part of the campaignWell, after all, it is a natural moment between mother and son, which was what they wanted to reflect in their publicity. And it was definitely a success, since most of the photographs on Gap's Instagram account have between 3,000 and 5,000 likes, while the publication with these photographs takes more than 42,000 likes.
Some people have commented that they expect more clothing brands to follow the example of Gap, and begin to include more mothers breastfeeding in their advertisingWell, this would help to normalize it even more and eventually stop bothering breastfeeding mothers in public, as has happened several times in recent years.
