Ask any mum about finding breastfeeding clothes that are both practical and stylish, and you're likely to hear what a struggle it is.
Discovering those items that make you feel good, fit comfortably and also offer quick, easy access to your boobs takes time and energy - two things you don't have much of when you're feeding around the clock and sleep-deprived.
Tu, the fashion brand at Sainsbury's, is on a mission to change all that with an affordable range of breastfeeding-friendly clothes.
The collection has been designed in collaboration with the Can I Breastfeed In It? community, a Facebook group created to 'make the difficult challenge of finding stylish clothing to breastfeed in a thing of the past'.
The range includes blouses and shirts in feminine prints, flattering tops, fashion-forward jumpsuits and pinafore dresses.
With their zip, wrap and button-fronted designs, the range is tailor-made for speedy access, featuring nifty hidden holes or slits that mean the item doesn't have to be removed entirely.
Designed to be accessible in both price and sizing, the line is available in dress sizes 8-22 (and, for some items, up to a 28) with price tags ranging from £14 to £45.
The collection has been a hit with mums up and down the country. Tu Clothing's Facebook post announcing the range has so far racked up more than 13K likes and 4.3K comments.
"Well done Sainsbury's! Setting the benchmark where it should be," wrote one enthusiastic Facebook user.
"Finally, breastfeeding friendly clothes aren't classes as maternity!" commented another. "This should have happened ages ago!"
Other mums pointed to the role that flattering, breastfeed-friendly clothing can play in self-care post-birth.
"One of the hardest things PP [post-partnum] is learning to love your new body and I found it even harder not being able to wear my usual clothes as they didn't have boob access," said Jessica.
"This is really helpful that you have a lovely range of breastfeeding-friendly clothes without being maternity."
There was praise for the campaign imagery too, featuring a visible nipple and a breastfeeding model with tattoos. "I'm loving that the model represents new and current mothers," wrote Beccy.
Tu clothing responded that they were "keen that this campaign showcase a diverse range of real British women and their everyday lives."
The range is available to buy online and in select Sainsbury's stores now.
Featured Image Credit: Credit: Tu Clothing