Retailer Celebrates Beauty of Postpartum Bodies With Photo Series of Real Moms

If there’s one thing the world knows how to do, it’s create inaccurate ideas of what women should look like. It’s something that follows females through every stage of life—even into motherhood.

Mothercare, a popular UK retailer for parents and young children, is creating a new and improved narrative with its latest campaign, Body Proud Mums. The movement celebrates the beauty of postpartum bodies, and gives an unedited glance at what being a mother really looks like.

The photo series shines a light on 10 real moms, who share different and personal stories on motherhood. With any luck, the campaign will start a conversation and help moms feel confident and proud in their postpartum skin.

“I’m not represented as most mums in the media are skinny and go back to their pre-pregnancy bodies. But, it doesn’t matter–I am at peace with my body and I’m grateful for it,” says campaign mom and model Nardy.

“Once I did give birth, I felt like my old body had died, my confidence was on the floor…It took several months for me to even let my partner see me naked. I can’t believe I felt so ashamed,” Tesha admits. “Now, I’m learning that this is the new me now. My stretch marks are going nowhere and nor is my scar, they are reminders that without them I wouldn’t have my son. I can always lose the excess weight, but for now, I’m too busy enjoying my boy.”

“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,“ Kesia says. “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.”

Read all the empowering stories here so you can start loving your fearsome post-baby bod.