Shoppers are heaping on the praise for H&M for featuring a mum breastfeeding in one of the high street store's fashion campaigns.
Part of the campaign was shared to H&M's Instagram page at the weekend to celebrate Mother's Day in the US, in which model Rajni Jacques is nursing her baby daughter, Lucienne, and the moment is captured on camera.
Rajni, who is the fashion director of Allure magazine, wears a button-down pale pink dress while her daughter is in a camel and white, patterned babygrow for the shoot.
H&M's image raked in over 275,000 likes from the store's Instagram followers. And among all the inpouring likes were comments praising the brand for showing something so natural yet still a taboo topic for some.
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"This photo is amazing! Spreading awareness for such a taboo subject, utterly amazed," offered one, while a second echoed: "So happy to see H&M supporting such wonderful and (unfortunately) contraversial. Love supporting such a beautiful brand [sic]."
Others charted H&M's Instagram post as their "favourite ad you have ever done".
"Thank you for this beautiful ad celebrating such a natural and wonderful part of motherhood!" commented another follower.
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It seems like the high street clothing company is keen to represent a spectrum of women within its fashion campaigns, as a H&M spokesperson told Pretty52: "At H&M we want our marketing campaigns to be creative, progressive, personal and most importantly, human.
"We are delighted with the positive feedback we've received on our recent Instagram post showing Rajni Jacques breastfeeding her daughter - it's great to see that our customers appreciate seeing a spectrum of models representing our brand in real-life scenarios."
H&M celebrated motherhood on Mother's day with three other posts of mums and daughters, each being celebrated for their life achievements and individual goals.
Drag queen and LGBT+ activist Cynthia Lee Fontaine features with her mother Maria in one of the posts, praising her mum on her endless support.
More of this please, H&M!
Featured Image Credit: PA/Supplied by H&MTopics: Style News, Fashion, Motherhood, Parenting