The cool kids at Reformation explain their accidental breastfeeding campaign.

abby.jpg

The post that broke Instagram yesterday was captioned, "Cool dress, mom. Engineered for easy access. #AddilynDress #MothersDay."

The shot featured model and mama Abby Brothers, breastfeeding her bub in a Reformation wrap dress. 

Here at The Meaning of Grace we loved it, we regrammed it and we salute Reformation for being bold enough to post it.

According to the brand's founder Yael Aflalo, it was all happened by coincidence - not some elaborate plan to stir controversy or support breastfeeding women. 

“Before the shoot, there was no conversation, like, ‘Be sure to get a breastfeeding shot!’ — I wasn't even on the shoot."

According to Aflalo, the brand simply "wanted to do a photoshoot celebrating what motherhood means today...we wanted to redefine the way motherhood is presented by a fashion brand."


I have no idea how they decided to shoot that, but knowing Abby, it was probably her idea. I can’t imagine the male photographer saying, ‘You know what? We should really get some shots of you breastfeeding,”

“It was a very natural moment we captured, and it makes motherhood look very fashionable and cool.”


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Source: http://www.refinery29.com/2016/04/109521/r...