Prekrasne fotografije slave ženska tijela nakon poroda

Dugo su se brendovi i oglašivači obraćali majkama na jedan način: prodaju nam idealiziranu verziju majčinstva u kojoj su naši domovi besprijekorni, naši su životi jednostavni i naša tijela su bez strija i viška kilograma.

No, tijekom proteklog desetljeća oglašivači su otkrili moć odražavanja stvarnosti. Ispostavlja se da je vrednovanje potrošača kao što smo mi sjajan način da se stvari prodaju i promijene. Budući da je Doveova "Kampanja za pravu ljepotu" šokirala publiku srednjih godina prikazivanjem tijela ne-modela u donjem rublju, brendovi su pretvarali reklamne kampanje u kampanje za pozitivnost tijela, odražavajući sadržaj i jezik pokreta društvenih mreža.

Možda te zanima... Bez cenzure: Mame pokazale svoja tijela nakon poroda Beba

Najnoviji brend koji prikazuje u reklamama netaknute trbuhe i tijela mama koje nisu modeli u svojim reklamama je Mothercare, britanski lanac kolica, autosjedalica, odjeće i sve ostalo što koriste mame.

 

 

 

 

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At Mothercare, we believe all mums are beautiful and should feel proud and confident about their bodies #BodyProudMums Harriet, 26 weeks after giving birth: “I loved the idea of celebrating postpartum bodies. I have always struggled internally with my weight and how I feel about myself. I put on 4 ½ stone in pregnancy and have lost about 2 ½ so far. How can I hate my body when it has given me my beautiful baby boy? My body has done something amazing, and to me that’s the most empowering thing. I feel like I’m doing this for all the mums who wear baggy tops or cry when they look in the mirror. To say: you are amazing! I just say to people it took me 9 months to make him – he’s my priority. It will come off, it just takes time. It’s the people who don’t have children who judge the most. Other mums support each other and tell them they are awesome!”

A post shared by Mothercare UK (@mothercareuk) on Feb 27, 2019 at 12:30am PST

Mothercareina kampanja "Body Proud Mums" dovela je prave mame pred kameru fotografkinje Sophie Mayanne, koja je poznata po tome što je autentična, a nesavršenu ljepotu ljudskog tijela ostavlja netaknutima. "Slike prikazuju sirovo i nevjerojatno emocionalno iskustvo poroda. Cilj je da se mame svih oblika i veličina identificiraju s ovim fotografijama na ovaj ili onaj način i da se osjećaju sigurnije u svojim nesavršenostima", kaže Maryanne.

 

 

 

 

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At Mothercare, we believe all mums are beautiful and should feel proud and confident about their bodies #BodyProudMums Eleanor, 14 weeks after giving birth: “The inspiration behind being part of this project is to show those around me that stretch marks and weight gain don’t define us, that we should embrace our strength and beauty. I am a young mother with many influential people around me, and together we can see the beauty of motherhood. I have always loved my body no matter what, and my friends would look up to me for that. Pre-pregnancy, I had nice curves and my skin was smooth. During pregnancy my body changed dramatically, not just in weight – but also my breasts and skin, in the ways that aren’t considered to be beautiful. I’ve seen people on social media bounce back significantly and speedily to their pre-pregnancy weight, so of course I feel the pressure to do so too. I have found it difficult to see my body in the same way, but as the days go by, I am a few steps closer. I didn’t expect my body to change as much as it did, but I would most definitely do it all over again.”

A post shared by Mothercare UK (@mothercareuk) on Feb 25, 2019 at 3:01am PST

Sada se reklame prikazuju u londonskom javnom prijevozu i postaju viralne na društvenim mrežama. Ljudi diljem svijeta pričaju o ljepoti postporođajnih tijela ili, kako kaže Guardian, "jastučastih trbuha i naboranih grudi". Kao što je Sophie Mayanne, fotografkinja, izjavila za CNN, fotografije govore o dokumentiranju i prikazivanju raznolikosti majčinstva jer "postoji mnogo marginaliziranih tijela koja ne vidimo u medijima".

Možda te zanima... 'Ovo je babinje': Mame svih oblika i veličina otkrivaju tijela poslije poroda Beba

Kritičari kampanje sugeriraju da ona ojačava ograničavajuće ideje o ženskoj vrijednosti u društvu i ne čini ništa za normalizaciju postporođajnih tijela.

 

 

 

 

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At Mothercare, we believe all mums are beautiful and should feel proud and confident about their bodies #BodyProudMums Kesia, 17 weeks after giving birth: “I always knew my body would be different after giving birth, however, I didn’t expect my mind to take so long to get used to seeing myself. I was never “skinny” but I put on more weight than I thought I would. A lot of friends had babies close to me and they post online about their bodies, and I do feel upset sometimes that I haven’t bounced back in the same way they have. I know every woman is different and I am not as hard on myself anymore. I wanted to take part to show people that it is normal to look like this after having a baby. I want to show the baby is more important than the marks!”

A post shared by Mothercare UK (@mothercareuk) on Feb 22, 2019 at 2:01am PST

Prikazivanje raznovrsnih tijela u oglašavanju pomaže im u normalizaciji, što pomaže ženama da se osjećaju ugodno u vlastitoj koži.

Oglašavanje se koristi za prodaju stvari, ali nuspojava nam daje ideju o tome tko bismo trebali biti. Ova kampanja govori majkama da su njihova tijela lijepa i da trebaju voljeti ono što jesu. To je važna ideja, vrijedna pojačanja na bilo koji mogući način. Činjenica da se ona koristi za prodaju kolica ne čini je manje važnim ili moćnim.

Možda te zanima... Foto: Ženski 'nedostaci' pretvoreni u veselu umjetnost Roditelji