A Gap Instagram post featuring a mother breastfeeding her baby is going viral, with over 35,000 likes so far.
The post, for Love By GapBody sleepshirts, features model Adaora Akubilo feeding her 20-month-old son Arinze. It has attracted comments such as "Thank you Gap for #normalizingbreastfeeding" and even "looks like we have to start shopping at Gap again!!!!"
It's part of a series of pictures for the range,another of which shows Akubilo carrying her baby in her arms. The caption to the post reads simply "Love your forever favorite. Pima cotton and a secret soft wash make these sleep shirts the ones you'll want to wear, keep, and love. Tap to shop."
In response to the social media posts on the images, Gap issued a statement: "We aim for the marketing around Love By GapBody to encourage and empower all women to be the woman they want to be as a friend, partner, wife, mother and voice in today's society."
The overwhelming positive response so far follows other attempts by brands to feature breastfeeding, some of which have been unsuccessful. Last year, Dove pulled an ad in the U.K. that featured a breastfeeding baby, after complaints. However, the complaints were more about the ad trying to start a debate about breastfeeding, and suggestions that it was a matter for public comment.