PR

The milk-stained tee

As big supporters of breastfeeding mums, we wanted to find a way to make something that can feel embarrassing like leaking feel normal. The idea was to collaborate with a fashion brand like Stella McCartney on a milk-stained top, worn by women and men in solidarity with breastfeeding mums. Basically, turning something mums might want to hide into something you can proudly wear.

This was PR concept which the client was too scared to ever back. The aim was to get people talking and help normalise breastfeeding in public, with World Breastfeeding in Public Day on 22 February as the project launch date.