Bugaboo has come in for criticism this weekend for unveiling a new campaign starring model and runner Ymre Stiekema, out using their latest model – while running and showing off her incredible figure in a bikini.
Sharing the campaign, which features 23-year-old Ymre and her two-year-old daughter Lymée, Bugaboo’s Twitter account wrote: “See how model and mum Ymre Stiekema stays fit and healthy with the Bugaboo Runner.”
Needless to say, mums were a tad outraged by the image, which many believe sets a less than typical portrayal of your everyday fitness regime as mothers.
“Completely unrealistic! I can see how this would make mums uncomfortable & perhaps self-conscious, especially new mums,” wrote one Twitter user, while another simply retweeted the image with the caption “Yeah, not so much!”
Meanwhile, others have leapt to the defence of both Bugaboo and Ymre, insisting that all mothers need to be celebrated.
Yea, not so much! -- Bikini-clad mom pops up in stroller company promo — http://t.co/0rJ2VPuhUA via @sheknows
— Kristin Chessman (@KristinChessman) July 24, 2015
Wow doesn't model and mother of 2-year old Lymée, Ymre Stiekema look amazing in this @nlvogue sho... http://t.co/YBZKCVw21i via @embedly
— Margo Lie-A-Ling (@AnittaLie) July 25, 2015
“I think it’s great that she looks that amazing as a mum. Why can’t mums inspire other mums instead of judging them?” wrote one Twitter user.
What are your thoughts on the ad campaign?
