Bugaboo is the hottest brand in pram land but the Dutch company is under fire this week after posting an image of a model mum jogging in a bikini on social media.
The company shared a picture from Vogue Netherlands of scantily-clad model Ymre Stiekema running with her daughter Lymée during a shoot for the brand’s new “runner” pram.
The image, which shows toned and tiny Ymre in what appears to be a bikini, sent Bugaboo fans into a frenzy, with hundreds taking to the brand’s social media accounts to vent their fury at this “unrealistic” portrayal of motherhood.
“I also often jog in a bikini,” one woman sarcastically commented, gaining more than 600 likes.
“Seriously why in the world would she be running in this?” another mother wrote. “Horrible promotion!! Not gonna lie she’s one fit mama but really?!!!”
While another added: “I love how natural this photo is and how it represents most mothers. I have two children and if was running in this on the school run it would be because I’d forgotten to put my clothes on because we’re late for school, my five-year-old had fallen off his scooter, my two-year-old refuses to put his shoes on and there’s a good chance I haven’t had the time to do my bikini line. There’s an image to leave you with.”
But others have leapt to Bugaboo’s defence, saying the “haters” are just jealous of Ymre’s incredible post-baby body.
“Really ladies? Are you that judgmental or jealous that you have to question what she is running in? Women should support each other not tear each other down because you feel inadequate. I would never get away with wearing that while I run, but great for her,” said one.
Bugaboo has responded to the controversy with a statement reading: “We want to inspire mums and dads everywhere to explore the world with their families, while keeping up with an active and healthy lifestyle.”