If you’re in London for Mother’s Day, and as well as the usual tourist sights of The Shard, Big Ben and Trafalgar Square, you might just spot a boob or two – giant inflatable ones that is.
Masterminded by Elvie – the smart tech company for women – five huge breasts, ranging in size and skin tone to reflect the diversity of women, are dotted around the city in aid of #FreeTheFeed.
With the UK having one of the lowest rates of breastfeeding in Europe, #FreeTheFeed campaign is hoping to confront this, raise awareness of a woman’s right to breastfeed in public, and “empower women to feel safe and comfortable breastfeeding or pumping anytime, anywhere.”
The inflatable breasts will be in position from March 31 to April 1 at Shoreditch Grind, Old Street; Village Underground, Holywell Lane; Neutral, Colombia Road; Ely’s Yard, Brick Lane, and Huntington Estate, east London.
