London has been invaded by five huge inflatable breast installations, located in the popular Shoreditch district, east of the city cente. The bizarre initiative is the work of the MMother Londonagency and has been implemented with the aim of supporting women who choose to breastfeed in public.

Under the hashtag #FreeTheFeed,the street marketing campaign has literally depopulated, spreading the message of not being ashamed of this gesture, which is completely natural. Our society is full of paradoxes, countermeasures and hypocrisies, censorships and taboos opposed to a pansexual attitude, which pervades everything: in such a context breastfeeding is referred to as mere exhibitionism.

The installation reminds every woman that she is the master of her own body.