BUGABOO prams are basically thrones for babies. Celeb mothers such as Miranda Kerr and Kim Kardashian tote their precious cargo around in these designer buggies, which cost between $1000 and $2000.
They’re so sought after that several women were caught stealing the prams and selling them online for a profit just last week.
But now moms have hit back at a “horrible” image Bugbaboo promoted on its Instagram and Facebook pages from a Vogue Netherlands photoshoot.
“Wow doesn’t model and mother of 2-year old Lymée, Ymre Stiekema look amazing in this @nlvogue shoot!” the company captioned the photo of the Dutch model, who is snapped running in a bikini while pushing her daughter in a Bugaboo pram.
In an interview on Bugaboo’s website, Stiekema says she “couldn’t wait” to get back to working out after giving birth.
“But you need to wait at least six weeks, which I did. That way I could really focus on Lymée [her daughter] and enjoy just being a mother for a while. It’s important to do something you really like, it can be something different each day: running, weightlifting or yoga,” she said.
Some of Bugaboo’s online fans say the photo promotes an unrealistic body image for mothers.
“Yes because we’re all running the streets in our bikinis ... Realistically this mother should be wearing black leggings and a vomit soaked zip up hoodie,” wrote one commenter on the Bugaboo Facebook page.
“Lol yes let’s all go running in our bikinis after having a baby kudos to her by the way, but it’s hardly reality for the other 99.9% of us. I question the marketing approach, not her,” wrote another.
But other moms have jumped to the model’s defence.
On the Bugaboo Facebook page one commenter wrote, “She is wearing what she is wearing because she can, she had every right to and she is comfortable.
“All these rude people making jokes about her, high five for the Mummy hate on her because you can’t look past the fact she is in a bikini.”
Lana Hirschowitz blogs at Sharpest Pencil and says the idea that anyone would go for a run in a bikini is “ludicrous”.
“I am not against the ‘unrealistic’ body image because that is the way some mums look after giving birth and to say their experience isn’t real is just as bad as trying to ensure we all look a certain way,” she said.
“But we all know it’s an ad, it doesn’t offend me as a mother but if I were her mother I would urge her to put some clothes on lest she should fall and graze her knees.”
Popular parenting blogger Mrs Woog, who has two sons, says women need to stop ragging on other women.
“She is not the mother of a newborn as her toddler is two years old. And it is important to point out that she is indeed a model and her body is her business. Mums who are upset at this image need to take a Bex and have a good lie down. She is a fit, healthy mum who is going for a run. Big deal,” she said.
In a statement to news.com.au, Bugaboo said it wanted to inspire parents to have a healthy lifestyle.
“Our campaign has featured parents with one thing in common — their love of running. Whether you’re just beginning your fitness journey or a serious athlete, if you’re a parent you have the same desire to be on the go with your child,” a spokeswoman said.