To celebrate Mother’s Day, Elvie placed five giant inflatable boobs across London’s skyline to fight the stigma around breastfeeding and pumping in public.

Every woman has the right to decide how and where they feed their children without feeling guilty or embarrassed about their parenting choices.

#FreeTheFeed is an invitation to stand with all those women that have felt shamed or confined when breastfeeding or pumping.

We want to empower women to feel safe and comfortable breastfeeding or pumping in public and encourage the British public to support them breastfeeding in public.

Each boob is different to represent the diversity of women’s bodies, from skin tone and size to stretch marks and nipple hairs.

Share your support on social with #freethefeed.

@elvie / @elvieofficial

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