Moms are praising Gap for a new ad campaign featuring a woman breastfeeding her toddler.
“This is beautiful and needed on several levels! Thank you! I love your company even more now,” one Instagram user wrote, among a sea of #normalizebreastfeeding hashtags.
Another customer pointed out the significance of diversity in the ad, writing, “Gap this is AWESOME! Thank you for helping to normalize breastfeeding and featuring a black woman breastfeeding who’s nursing! So amazing of you.”
With more than 33,000 likes and thousands of reposts, the photos have already outperformed all other posts on Gap’s Instagram — proving just how well the campaign sits with the masses.
“We aim for the marketing around Love by GapBody to encourage and empower all women to be the woman they want to be as a friend, partner, wife, mother and voice in today’s society,” a spokesperson from Gap told People.
This isn’t the first time an ad campaign aimed to normalize breastfeeding. In 2016, Equinox made waves with its own ad, which showed a mother nursing two babies while walking through a restaurant for their “Commit to Something” campaign.
It’s exciting progress in the world womanhood, especially for breastfeeding moms who are all too often impacted by age-old stigmas.