Based on my fascination for people and society.
While on the one hand we’ve grown a lot more prudish as a society, one the other we are regularly bombarded by sexualised nudity in the media. We’ve also shifted from the temporary nature of television to an everlasting public record. This makes it increasingly difficult to think of nakedness as normal – instead, it is only becoming more strange and inaccessible.
As a result, one in three women feel uncomfortable breastfeeding in public.
MOED (“courage”) is a capsule collection complemented by a sticker and poster campaign along with a mothers’ café concept for Dutch retailer Hema, aiming to lift the taboo on public breastfeeding. For all mothers of all ages. That is what Hema is about.
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