Empowering women - Normalising Breastfeeding
is a project set up several years ago when our founder Lex Ward was nearing the end of her breastfeeding journey. Lex wanted to find a way to support other mothers through their nursing journey. Although she had considered pier support, it wasn't for her, but as a photographer decided to toy with the idea and need for breastfeeding imagery.
This is when Empowering Women Normalising Breastfeeding was born. The initial concept was to show how it is possible to breastfeed discretely in public. The idea behind this was to help mothers feel more confident by seeing other mothers feeding and also to inform the rest of the public that it isn't scary and shouldn't be frowned upon.
Since the birth of the project Lex has been contacted by the NHS, and other independent midwifery companies asking about how they can have breastfeeding images to use to aide in informing other mothers about breastfeeding.
Lex believes that the power of a picture is real in helping to change attitudes towards breastfeeding and could help to inform mothers on how it can be done. So, with each sale of clothing by Altered Apparel Ltd, we can help to provide the NHS and other Breastfeeding Support Agencies with much needed imagery and in turn help to increase breastfeeding rates for the future.
Take a look at the images we have produced so far.