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Bra Company Tries to Reclaim the Acronym MILF for Mother's Day Please, think of the children!

Adrants draws our attention to this odd campaign by True&Co, an online bra outfitter. True&Co is trying to reclaim the pejorative acronym MILF. Specifically, they'd like to turn "Mom I'd like to f--k" into "Mom I'd love to fit'—as in, fit for a bra. You see, they have the same setup as Warby Parker. They send you five bras to try on at home, you send back what you don't want. Presumably, this means you get the perfect fit. And, during this promotion, you also get a free MILF temporary tattoo!

"Mommy, what does MILF mean?" "Um. That's how you spell milk." "Cool! Can I have a tattoo, too?" At this point, it's best for True&Co to just apologize, act contrite and enjoy the attention. The company did offer this explanation on its website: "The term brings to mind pervy frat boys but who says they should own an acronym? … We think there's nothing objectifying about a woman owning her sexuality. We'd be proud to be considered a MILF (Mom I'd Love to Fit)."

Now, I'll admit, there are moms out there who would like to be considered MILFs, but the weirdest part about this whole thing is the art direction. It's all adorable pictures of moms with their kids, and True&Co even wants you to send in your cute pics for its Mother's Day contest and online gallery. The truth? Even if you are sex positive and proud of your smoking-hot MILF status, you probably don't want to involve the kids.

A bunch more images below.

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