In an effort to combat the negative perceptions of maternity leave, the advertising agency 72andSunny created a fake clothing company called Mommy Bahama.
The entire campaign was designed to emphasize that maternity leave is hard work, not just a vacation. The agency approached this message through designing a line of vacation-esque clothes and accessories that feature built-in functions that all new moms are familiar with, like breast pumps, mesh underwear and C section belts.
In a statement, 72andSunny New York Creative Director, Tara Lawall said that, "as a culture we are oddly quiet about the realities of maternity leave and there is a lot of pressure to have the most amazing time. Our hope through 'Mommy Bahama' is that this crazy idea sparks conversation about maternity leave that can help new moms feel supported and seen."