A stockist of New Zealand maternity and nursing lingerie company HOTmilk in the United Kingdom was forced to remove a pregnant mannequin wearing a set of their lingerie from a store window after negative feedback from shoppers and passers-by.
“People kept telling me how offensive they found it and word was spreading,” says Selby township lingerie store owner Amanda Bere. Then her strategy of moving the dummy to a less prominent position met with disappointment from local breastfeeding groups who were shocked by the adverse comments.
HOTmilk owners Lisa Ebbing and Ange Crosbie can’t understand what the fuss is about. “We make intimate apparel that makes women feel fabulous at a time they most need to and are very proud of that,” says Ebbing.
“Our product empowers women to feel better when there is a great deal of upheaval in their lives,” agrees Crosbie. “Amanda was displaying beautiful lingerie on a pregnant body, nothing could be more natural than that,” she says.
“I think people should take a long hard look at their attitudes towards what is one of the most normal and healthy processes in the world,” she says.
As for Amanda, she has found that the exposure has seen sales increase dramatically, with all of the drama letting women in the region know where to buy quality lingerie for all stages of life.