If you've been walking around London in recent days and have been confronted by giant inflatable boobs, rest assured that you were not imagining it and that these huge apparitions are 100 per cent real.
The boobs, which have popped up everywhere from Shoreditch to the City of London, are part of a campaign by female-focused tech company Elvie to smash taboos around public breastfeeding and pumping.
There are boobs of varying shapes, sizes and skin tones to reflect the fact that we all have different bodies and different breasts.
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The company placed several huge inflatable boobs across London to celebrate Mother's Day, and, in their own words, to "fight the stigma around breastfeeding and pumping in public".
In a statement on Elvie's website, the company said it had launched the #FreeTheFeed campaign to help women feel more comfortable with their bodies.
"Every woman has the right to decide how and where they feed their children without feeling guilty or embarrassed about their parenting choices," the statement read.
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"#FreeTheFeed is an invitation to stand with all those women that have felt shamed or confined when breastfeeding or pumping.
"We want to empower women to feel safe and comfortable breastfeeding or pumping in public and encourage the British public to support them breastfeeding in public.
"Each boob is different to represent the diversity of women's bodies. Find them at Village Underground, The Old Truman Brewery, Huntingdon Industrial Estate and 49 Columbia Road and 55 Columbia Road."
Elvie sells innovative products such as silent wearable breast pumps and pelvic floor trainers that are high tech and seriously useful - for example, both items come with corresponding apps to make the most of the technology and learn more about what your body is doing.
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"The #FreetheFeed campaign is an invitation to everyone to stand with all those women that have felt shamed or confined when breastfeeding or pumping," said Elvie CEO Tania Boler. "We know the giant boobs will raise a few eyebrows, but we want to make sure no one overlooks the way that this stigma has been used to repress women."
The boobs have sadly been deflated now, but we'll be keeping an eye out for them next Mother's Day. We think this campaign is the absolute breast.
Featured Image Credit: Elvie