The real reason the Bugaboo bikini ad failed


Earlier this week Bugaboo sparked an outcry among mothers when it posted a photo of the very-fit supermodel Ymre Stiekema, running behind a stroller in a bikini. Was this an error in judgment deserving of the vitriol comments left on Bugaboo’s Facebook page? Bugaboo has inadvertently tapped into the ongoing issue women face surrounding weight and body image.

As a mother, I’m not offended by the photo, but I can understand why others are. My oldest daughter is six, and just this year I felt brave enough to wear a bikini again. I only found this courage after I saw a cartoon on Facebook [fortune-stock symbol=”FB”] with pictures of different types of women all wearing the same two-piece suit. It said, “How to wear a bikini: put a bikini on your body.”

Although my genetic makeup usually puts me on the thinner side of the weight scale…

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