Bugaboo, a high-end buggy company, has shared an image from Vogue Netherlands, which has caused a social media stir.
The image promoted on Bugaboo’s Instagram and Facebook page shows model Ymre Stiekema pushing her daughter two-year old daughter Lymée in the $800 pram wearing just a bikini.
The caption accompanying the image reads: ‘See how model and mum Ymre Stiekema stays fit and healthy with the Bugaboo Runner.’
https://instagram.com/p/5ZodJhQArk/
In a fairly typical manner, social media had a lot to say about the campaign:
Why is this #bugaboo stroller ad controversial? Doesn’t it inspire women to make health a priority? #unner #runfree http://t.co/tsHl9kdQaT
— Dendy Farrar (@densfarrar) July 28, 2015
Inspired by this new #bugaboo ad, I TOTALLY plan to wear a bikini on my next stroller run #gottalaugh… https://t.co/0xy3Ddg6JI
— Jenny Lee Allen (@jennylee001) July 27, 2015
In an interview on Bugaboo’s website, Stiekema told the company: “I couldn’t wait to get back to my workouts after giving birth but you need to wait at least six weeks, which I did. That way I could really focus on Lymée and enjoy just being a mother for a while. It’s important to do something you really like, it can be something different each day: running, weight lifting or yoga.”
Bugaboo’s statement to news.com.au said: “Our campaign has featured parents with one thing in common — their love of running. Whether you’re just beginning your fitness journey or a serious athlete, if you’re a parent you have the same desire to be on the go with your child.”
