Inflatable boobs are popping up all over London

Inflatable boobs are popping up all over London

and it's for a very good reason...

It's not something you would typically expect to see in London, but inflatable boobs have popped up across four locations in London as part of the #FreeTheFeed campaign to fight the stigma attached to breastfeeding and pumping in public. 

A tech firm called 'Elvie' put the inflatable boobs in place to empower women so that they can feel comfotable and safe when feeding their children. It's also an attempt to get support from the British public in normalising boobs. 

According to the Metro, the boobs vary in size, from three metres to six metres tall, and represent different skin tones and locations include Tanja’s Roof, in the heart of East London, Village Underground alongside their iconic tube carriages near Liverpool Street in The City of London, Neutral on Colombia Road, Ely’s Yard, Brick Lane and Huntington Estate, Shoreditch. 

According to research by Elvie, 45% of UK mothers say that everyday life situations prevent them from breastfeeding or pumping due to common perceptions of nudity in public.

 CEO of Elvie, Tania Boler,  said: "The #FreetheFeed campaign is an invitation to everyone to stand with all those women that have felt shamed or confined when breastfeeding or pumping. We know the giant boobs will raise a few eyebrows, but we want to make sure no one overlooks the way that this stigma has been used to repress women."

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