Enormous Boobs Hang Around London To Get Stigma Off Nursing Mothers’ Chests1 min read

Image via Elvie

Four giant, inflatable boobs have appeared across London’s skyline to grab the attention of passersby, considering humans’ fascination with the female bosom.

The titillating displays were set up by Elvie, a company focused on women’s tech products, to milk conversations on public breastfeeding and pumping. Aptly, they popped up on Mother’s Day, which fell on 31 March.

The campaign, titled#FreeTheFeed’, is a continuation of a 2017 project that saw a single boob atop a building in Shoreditch.

“‘#FreeTheFeed’ is an invitation to stand with all those women that have felt shamed or confined when breastfeeding or pumping,” the company describes on its website.

Now, it’s certainly making more mammaries, as boobies of various shapes, colors, and sizes—ranging between three meters (9.84 feet) and six meters (19.7 feet)—are now dotted across East London.

“We want to empower women to feel safe and comfortable breastfeeding or pumping in public and encourage the British public to support them breastfeeding in public,” says Elvie.

[via MyLondon, images via various sources]