The Shard, the London Eye and Westminster are all things you expect in the London skyline – giant inflatable boobs, not so much.
Four of them have been placed across London as part of a campaign to fight the stigma around breastfeeding and pumping in public.
The boobs vary in size, from three metres to six metres tall, and represent different skin tones.
Each one is positioned at a different location, including Tanja’s Roof, in the heart of East London, Village Underground alongside their iconic tube carriages near Liverpool Street in The City of London, Neutral on Colombia Road, Ely’s Yard, Brick Lane and Huntington Estate, Shoreditch.
They went up yesterday and will remain in placed until tonight, and no, it’s not another April Fools’ joke.
Elvie, a tech firm specilising in products for London, put the boobs in place as part of their #FreeTheFeed campaign to empower women to feel safe and comfortable breastfeeding or pumping anytime, anywhere and encourage the British public to support them.
It comes after another campaign to normalise boobs in Amsterdam.
According to their research almost half (45%) of UK mothers say that everyday life situations, such as office meetings, prevent them from breastfeeding or pumping due to common perceptions of nudity in public.
Tania Boler, CEO of Elvie said: ‘The #FreetheFeed campaign is an invitation to everyone to stand with all those women that have felt shamed or confined when breastfeeding or pumping. We know the giant boobs will raise a few eyebrows, but we want to make sure no one overlooks the way that this stigma has been used to repress women.’
If you want to get abreast (sorry) of the campaign, head to East London today as they’ll sadly be deflated tonight.
MORE : Brace yourself, Game of Thrones inspired Urban Decay makeup is coming
MORE : M&S is selling a giant Jazzie Easter egg covered in hundreds and thousands
Sign up to our guide to what’s on in London, trusted reviews, brilliant offers and competitions. London’s best bits in your inbox
Share this with