Body Proud Mums was born from a desire to smash the conventions of only ever showing perfect snapback bodies in advertising, with the aim to help new mothers feel pride in their new post-birth bodies and to shift the perception of a struggling brand.

Creatively leading on Mothercare, the TFL 'Women we see' competition was the perfect opportunity to build upon the creative strategy established in the pitching winning brand work.

Photographer // Sophie Mayanne