Advertisements can wreak havoc on your self-image and giving birth, well, wreaks havoc on your body – but UK retailer ‘Mothercare’ has challenged this idea with their new diverse ad campaign that celebrates postpartum bodies. The company first released the ad series for the Body Proud Mums campaign that was created for Transport for London’s “The Wommen We See” competition, whose aim was to have participants produce ads that reflected “London diversity, feature women from all backgrounds and move away from harmful gender stereotypes” – and that’s exactly what the contest’s runner-up Mothercare did.

British photographer Sophie Mayanne shot the breathtaking photographs, which feature women of all shapes, sizes, and colors proudly flaunting off their postpartum bodies.”We wanted the images to feel authentic and honest — and wanted to document the diversity of motherhood,” Mayanne told CNN. “There are a lot of marginalized bodies we don’t see represented in the media.” Mayanne was a natural choice for this project, in 2017 she announced that she would no longer “digitally manipulate skin” in her work. The ad now appears in more than 30 tube stations across London on both LCD screens and escalator panels.

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