Mothercare is slammed for promoting ‘sexy corsets’ to women who have just given birth without carrying health warnings
- Mothercare said it would review its online corset advertising for new mothers
- It was promoting them on their website under ‘post-lingerie birth’ even though they aren’t recommended until at least six weeks after birth
- Campaigners feared the adverts would mean women got the ‘wrong message’
Published: 02:01 BST, 22 June 2019 | Updated: 02:37 BST, 22 June 2019
Mothercare has said it will review the online advertising of corsets after being accused of promoting the ‘sexy’ garments for women that had just given birth.
A woman in stilettos is seen wearing a Belly Bandit Mother Tucker corset under the heading ‘post-birth lingerie’ on their website.
Meanwhile an American Company promoted the £89.95 item on Twitter as ‘perfect for a date night’.
A campaigner fears new mothers could be getting the wrong message from these, claiming it sends a message that the most important thing is to ‘look like Kim Kardashian‘.
Mothercare has said it will review online advertising of corsets after being accused of promoting the ‘sexy’ garments to new mothers. Women in stilletos are pictured wearing the items on the website under the heading ‘post-birth lingerie’
The company, which made £1,163million worth of sales last year, admitted that the corsets should come with a warning as they should not be worn until at least six months after pregnancy, when contacted by The Times.
Jacqui Tomkins, chairwoman of Independent Midwives UK, told the newspaper: ‘These corsets are definitely not for a date night.
‘If you have it too tight (early post-partum) you could be causing damage.
‘I’m very anxious for women who are getting the wrong message.
‘It’s saying the most important thing is for you to be back in shape, looking like Kim Kardashian.’
A picture of the Belly Bandit Mother Tucker corset which is not recommended to be worn until at least six months after pregnancy
Last year Kylie Jenner took to Instagram to model a waist trainer just six weeks after giving birth to daughter Stormi. These garments also restrict the chest.
However, GP Carol Cooper told the Sun that this was not a good idea.
‘There’s nothing good to be said about using a waist trainer, especially so soon after giving birth’, she said.
‘It’s a sign of our image-obsessed society that young women are rushing to use this contraption.