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Mums Praise Mothercare For New Body Positive Campaign

Mothercare is tackling the unrealistic body standards set for new mums in the realest way possible.

In the baby and childcare company's latest campaign, Body Proud Mums, 10 new mothers show off their post-birth bodies, including scars and stretchmarks from pregnancy and birth.

Each woman has their own inspiring story to tell, and the series of 10 images will be displayed all across the capital.


Sophie, Harriet, Chantelle, Louise, Sabra, Nardy, Eleanor, Tina, Tesha, and Kesia all appear in the campaign. Some proudly display their bodies 10 weeks after giving birth while others at 27, showing that there is no 'right way' to look after pregnancy - and nor should there be.

Research commissioned by Mothercare found that more than half of new mums said they were unable to feel proud of their bodies after having a child.

And 80 per cent of mums have compared their post-birth bodies to unrealistic images. A quarter felt the felt most pressured by the media, and 90 per cent of those aged 18 to 25 said that they feel their bodies must compete with celebrities and influencers.


This causes more than half of mums to use filters when sharing selfies on social media.

Almost two thirds feel as if their pregnancy and childbirth experiences aren't reflected in the media.

Women have heaped on the praise for Mothercare, branding the campaign a step forward in body positivity.

"Thank you #Mothercare for reminding us what a real Post Baby Body looks like rather than the unrealistic slim ones we see on Instagram. You are beautiful and Real New Mums," tweeted one person.

Drawing on their own experience, another declared: "My baby is 3 moths old and when I get dressed I hate that my clothes don't fit properly & my belly sticks out. Thank you for this campaign. I'm a new mum, it's ok to look like this, these women are beautiful."

"Love this campaign and that we are seeing more and more 'real' bodies of mums on social media. We used to just see celebrities bouncing back after a few weeks, but #mothercare #bodyproudmum made me proud of my Mum bod and the journey it's been on," shared a third.

Mothercare, we salute you.

Featured Image Credit: Mothercare

Topics: Life, Life News, Mums, Real, Parenting, Health

Rachel Andrews

Rachel Andrews is an NCTJ trained Journalist at PRETTY52. She specialises in Fashion and Beauty Journalism, and has experience at a range of online and print publications and joined the team in 2017. Contact her -

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