US gym Equinox has used a breastfeeding Lydia Hearst in its latest advertising campaign to encourage people to #committosomething.

And while some are wondering if the fitness club is just jumping on the bandwagon of a somewhat controversial issue with the glamorous ad, others are praising its advocacy. Model and heiress to the mega Hearst publishing empire, Lydia Hearst, appears in the campaign decked out in bling and decadent makeup, holding two babies (not her own, for the record) who are breastfeeding while she sits at a stylish restaurant table. The print, digital and outdoor campaign was created by Wieden + Kennedy New York, and urges viewers to ‘Commit to Something’, with the Equinox tagline, It’s not fitness. It’s life. Social media has revealed mixed feelings on the ad:

@Equinox Love this ad! Breastfeeding and fitness require strength, commitment, and support! Thank you for normalizing breastfeeding!

— Melissa Trahan (@meltrahan09) January 5, 2016

@T4RA72 If a mother nursing her infant children is ugly, we’d hate to see what beauty looks like. #CommitToSomething — Equinox (@Equinox) January 5, 2016