There was a giant inflatable boob on a Shoreditch roof this Mother's Day to make a point about breastfeeding

It's now pretty much Instagram famous.

If any part of London is going to home a huge, inflatable boob to celebrate Mother’s Day, it’s Shoreditch.

Pictures of one breast riding solo on a roof were posted across Instagram and Twitter, with a lot of people confused by what they were seeing.

You can imagine how this might have been a disorienting sight.

As the tweet above points out, the boob was part of a Mother’s Day campaign by creative agency network Mother London, and many people posting to social media did get the Mother’s Day connection.

“Across the UK thousands of mothers feel watched and judged when feeding in public, be it from a bottle or from a breast,” Katie Mackay, who works for Mother London, wrote on Instagram using the hashtag #freethefeed.

“This is a celebration of every woman's right to decide how and where they feed their children without feeling guilty or embarrassed about their parenting choices.

“Happy Mother’s Day from @motherlondon.”

Social media users who were in Shoreditch later in the day and hoped to catch a glimpse of the boob reported that it had been taken down, but fear not, there are pictures of this thing from pretty much every angle.

So there you go. Hopefully that’s gone some way to further normalising one of the most natural things in the world.


Today's horoscope


See a different horoscope: