As a breastfeeder, the news that fitness chain Equinox publicised breastfeeding in their advertising and there was rather a furore about it passed me by completely.
The reason it passed me by – so what about the boobs!
The advert shows a woman breastfeeding twins with the tagline ‘Commit to Something’. If you click on the link – you can see the image and the level of ‘boob exposure’. The backlash was mixed about the image, the tagline and the fact that the twins aren’t her actual babies.
The company made a statement stating:
“Equinox is about commitment, we are obsessed with it, and we challenge our members to know who they are and what they want. It’s not just about fitness – it’s about life.”
I find the debate interesting. I don’t think it matters that the model, Lydia Hearst, isn’t a mother but is breastfeeding.
I commend the model for agreeing to the shoot and bringing the discussion forward again. When will we all stop to take a moment to realise any advocate is welcome, any choice is welcome and those of future mums are important too.
I also agree with the attention-grabbing tagline. Breastfeeding is a commitment that needs work, just like going to the gym it takes time, energy and patience.
We have become the generation where our breasts are so sexualised we can’t even consider that a non- breastfeeder (and not a mother) might be a helpful resource in giving out a message that breast is beautiful.
I find it shocking that we continue to debate the images of breastfeeding – and even ban them on social media sites.
When my youngest son was 2 weeks old I started to post breastfeeding photos to my Facebook feed. I was reported for nudity. It’s not the first time it’s happened to me.
Since when did we become a society that reported something so positive and natural?