Gap "Love by GapBody" helps normalise breastfeeding

Gap has garnered praise online for an ad posted on its Instagram channel depicting a woman breastfeeding her child.

Simple, intimate and beautifully shot, the campaign for new apparel line Love by GapBody aims 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 retailer said. The ad also features a black family – Nigerian-American model Adaora Akubilo and her son Arinze – and a child who is not an infant, helping to tackle stigma about how long is appropriate to breastfeed. Supporters congratulating the post have used the hashtag #NormalizeBreastfeeding and praised it for celebrating breastfeeding rather than keeping it hidden.