London is well-known for having a diverse skyline, but the city just became even more distinct thanks to a giant inflatable breast that recently appeared in Shoreditch.
The oversized anatomy comes courtesy of Mother London, a British independent creative agency that hopes to raise awareness about the social stigmas surrounding breastfeeding.
The giant boob appeared on Mother’s Day (March 26 in the UK) and it’s part of the #freethefeed campaign, a movement that promotes a non-judgmental approach to feeding.
“It’s hard to believe that in 2017, UK mothers still feel watched and judged when feeding in public,” writes Mother London in a blog post.
“This was our mother’s day project. A celebration of every woman’s right to decide how and where they feed their children without feeling guilty or embarrassed about their parenting choices.”