If you’re a mother with a young child you’ve probably already seen the ad in question, which has gone viral since Bugaboo Prams posted it on Instagram about a week ago. It features 23-year-old model Ymre Stiekema jogging along whilst pushing her two-year-old in the newest Bugaboo must have, whilst wearing a teeny tiny bikini.

The image has caused an outcry among mums the world over, who feel alienated by the model’s perfect physique and the notion that Bugaboo is promoting a body shape that is unrealistic for the majority of women, let alone new mothers.

I agree that women certainly don’t need any more pressure to be thin and trim, and Bugaboo aren’t really helping themselves to connect with their target audience. But, they’ve made it clear that the photo was part of a Vogue photoshoot, rather than a real-life park snap.

When asked if they were promoting an unrealistic body image, they had this to say to the Huffington Post:

We want to inspire moms and dads everywhere to explore the world with their families, while keeping up with an active and healthy lifestyle. Our campaign has featured parents with one thing in common: their love of running.”

Nonetheless, they’ve not done themselves any favours with this one.

On the other hand, we are bombarded daily with images of ‘perfection’, so really, what’s one more? What’s way more disturbing is the price of the pram, which will set you back a mere R10,000.

[source: The Huffington Post]