La marque britannique Mothercare UK, a récemment lancé une campagne de pub mettant en avant le corps des jeunes mamans. Kilos en trop, vergetures apparentes, Mothercare ne cache rien, et revendique la beauté de ces femmes. La campagne est affichée dans tous les couloirs du métro à Londres et est partagée massivement sur les réseaux sociaux.

« Elle est belle, n’est-ce pas ? »

Les magazines ont l’habitude de présenter des photos de jeunes mamans souvent retouchées. Minces, la peau lisse et parfaite, la plupart des mamans ne se retrouvent pas forcément dans ce genre de photos, qui véhiculent une fausse image du corps post partum.

La marque britannique de puériculture Mothercare UK, a décidé de prendre le contre pied. Dans sa dernière campagne de pub, 10 jeunes mamans ont accepté de poser en sous-vêtements, avec leurs nouveaux-nés. Le but de cette campagne de pub, est de montrer que le corps des femmes, même s’il a changé pendant la grossesse, reste beau. Toutes les photos sont d’ailleurs accompagné de la phrase :  » Elle est belle, n’est-ce pas ?  » (« Beautiful, isn’t she ? »)

View this post on Instagram

At Mothercare, we believe all mums are beautiful and should feel proud and confident about their bodies #BodyProudMums Tesha, 26 weeks after giving birth: “I feel ok about my body, but I would be lying if I said I was 100% happy about the way it looks right now but that's more due to fitness than anything else. During pregnancy I adored my changing body I loved my bump but did worry about how it would all change once I gave birth. Once I did give birth, I felt like my old body had died, my confidence was on the floor. I had endured my first operation of my life in order for my child to be born so I was scarred, my stomach was lined with angry looking stretch marks and my belly felt and looked like a popped balloon. I was devastated and didn't think I would feel that way at all. It took several months for me to even let my partner see me naked, I can't believe I felt so ashamed. Now, I’m learning that this is the new me now. My stretch marks are going nowhere and nor is my scar, they are reminders that without them I wouldn't have my son. I can always lose the excess weight, but for now. I'm too busy enjoying my boy.”

A post shared by mothercareuk (@mothercareuk) on Feb 24, 2019 at 3:00am PST

View this post on Instagram

At Mothercare, we believe all mums are beautiful and should feel proud and confident about their bodies #BodyProudMums Kesia, 17 weeks after giving birth: “I always knew my body would be different after giving birth, however, I didn’t expect my mind to take so long to get used to seeing myself. I was never “skinny” but I put on more weight than I thought I would. A lot of friends had babies close to me and they post online about their bodies, and I do feel upset sometimes that I haven’t bounced back in the same way they have. I know every woman is different and I am not as hard on myself anymore. I wanted to take part to show people that it is normal to look like this after having a baby. I want to show the baby is more important than the marks!”

A post shared by mothercareuk (@mothercareuk) on Feb 22, 2019 at 2:01am PST

View this post on Instagram

At Mothercare, we believe all mums are beautiful and should feel proud and confident about their bodies #BodyProudMums Chantelle, 11 weeks after giving birth: ”I actually love my body. It has done the most amazing thing, and I acknowledge and honour what it has created for me. Any marks left are a welcome reminder of our journey. I was very lucky and had what could be regarded as the ideal pregnancy. I have fibromyalgia, and the hormones from pregnancy made all my pain go away, which was even more amazing for me. The best part of being a mother is seeing my baby’s happy little face each morning. I love the way he looks at me, like he knows how much I love him and he feels safe with me.

A post shared by mothercareuk (@mothercareuk) on Feb 26, 2019 at 4:01am PST

Des photos sans retouche

Dans un article de FranceInfo, la photographe Sophie Mayanne, assure ne pas avoir retouché ses clichés, elle déclare : « Ces photos montrent que l’expérience de l’accouchement est rude et très chargée sur le plan émotionnel« . Un geste artistique fort, à une époque où pratiquement toutes les photos qui paraissent dans la presse sont retouchées.

Les photos ont été posté sur le compte Instagram de la marque avec le hashtag #BodyProudMum (Mamans fières de leur corps). Un autre moyen de montrer aux femmes, et particulièrement aux jeunes mamans, qu’elles n’ont pas à rougir de ces kilos qu’elles ont pu prendre, de cette peau qui pend et de ces vergetures. Toutes les jeunes mamans sont belles, et toutes les jeunes mamans ont vu leur corps changé ne serait-ce qu’un minimum, et c’est tout à fait normal.

Vous êtes belles mesdames ! Soyez fières de votre corps !

View this post on Instagram

At Mothercare, we believe all mums are beautiful and should feel proud and confident about their bodies #BodyProudMums Nardy, 20 weeks after giving birth: “Being a Mum of six is a blessing and knowing how my body has changed in the last 7 years is really amazing in so many different ways. Hard work to grow a tiny human, and then going back to normal fulltime function deserves a celebration, and gratitude towards my body. So when I heard about the campaign I felt inspired to be a part of it, regardless! I don’t measure up to what society tells me should be the ideal. I feel people need to put less pressure on mums to go back to their previous bodies before the babies and worry about their overall health mentally, emotionally and physically, to live a fulfilling life in order to give love and care for the new life. I’m happy with my body, and only have an umbilical hernia that needs to be repaired due to my twin pregnancy, but other than that maybe I need to exercise when I get more time, as I need more energy to look after my six children. I don’t feel different after giving birth – I feel the same and feel happier even though I gained lots of weight afterwards. It’s rewarding to be able to produce fruits and look after them!”

A post shared by mothercareuk (@mothercareuk) on Feb 25, 2019 at 6:01am PST

View this post on Instagram

At Mothercare, we believe all mums are beautiful and should feel proud and confident about their bodies #BodyProudMums Sophia, 39 weeks after giving birth: “Before giving birth I was very preoccupied with my figure I worked out a lot and I had very high expectations of myself. Throughout my pregnancy I was shocked at how much changed and it was hard to accept the changes. I had a healthy pregnancy, but it was hard. My belly was full term size at 6 months and it kept growing. I found it really hard to walk and I constantly had people stare in shock at my size. I even had strangers make comments on the size of my tummy. Since giving birth my body image has changed, and I am proud of my body for holding 2 babies. They were born at full term and no health issues. I don’t mind having tummy wrinkles, it’s a small price to pay for these beautiful little girls. To watch my babies grow and achieve their baby milestones inspires me to be healthy and happy and do my best for them – not what social standards tell me I should be.”

A post shared by mothercareuk (@mothercareuk) on Feb 27, 2019 at 7:30am PST

View this post on Instagram

At Mothercare, we believe all mums are beautiful and should feel proud and confident about their bodies #BodyProudMums Louise, 29 weeks after giving birth: “I wanted to do this partly for my own self-confidence, to help with acceptance of my scars and new life. Also, I wanted to bring some attention to post-natal disease and complications. Giving birth caused me to go into sudden liver failure, due to a rare pregnancy related disease. I had to have an emergency liver transplant and spent the first month of my daughter’s life in hospital in London away from her. My shape has changed since giving birth, my scar causes my stomach to be a little disfigured and I lost most of my muscles from being in the hospital bed so long. Sometimes my scar reminds me of the surgery and the difficult recovery I had in my daughter’s early months. However, it’s also a wonderful reminder of how generous other people can be, because without someone’s decision to donate organs I would not have survived to be here with my family now.”

A post shared by mothercareuk (@mothercareuk) on Feb 26, 2019 at 3:01am PST