Gap released its first-ever photo campaign that includes a woman breastfeeding for its Body line, and the ad has moms talking for all the right reasons. When the brand shared two photos in a gallery to Instagram on Feb. 23, women instantly began praising the pictures for portraying breastfeeding as a normal and necessary practice, even if your children are well into their toddler years.
"This is beautiful and needed on several levels! Thank you! I love your company even more now," wrote one Instagram user. Amid a sea of #normalizebreastfeeding hashtags, another woman chimed in saying: "This is so amazing!!!! As a breastfeeding mother, I applaud you guys. Thank you so much for doing this!!! This is so powerful. THANK YOU!!"
Women of color are also giving major kudos to Gap in support of a similar movement dedicated to supporting black women who choose to breastfeed.
One customer hit the nail on the head by listing everything that's great about the photos: "Gap this is AWESOME! Thank you for helping to normalize breastfeeding and featuring a black woman breastfeeding who's [toddler] nursing! So amazing of you."