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It’s not easy to do a breastfeeding ad.
Lots of brands have tried, but so many of their efforts have been met with mixed reactions as they tackle a loaded topic that still manages to offend so many.
Which is why this Gap ad, posted over the weekend to the brand’s Instagram, promoting a new luxe apparel line called Love By GapBody, is so unusual. It’s winning more vocal praise than any breastfeeding ad in memory—a tribute, perhaps more than anything, to its simple and remarkable execution.
The photo is gorgeously shot, intimate yet almost formal in its composition, relaxed yet heightened.
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