Does This Picture Offend You?

This week, Bugaboo posted a picture on Facebook that featured a model running with their latest buggy wearing a very minimal outfit – and it has caused quite a stir online!
The shot of fashion model, Ymre Stiekema pushing the pram in what can only be described as a teeny, tiny, sporty bikini was originally a shot from Vogue Netherlands but was posted on Bugaboos’ official Facebook page this week, captioned – “See how model and mum Ymre Stiekema stays fit and healthy with the Bugaboo Runner.”

This lead to over 600 comments from fans of the brand, and it’s a real mixed bag of praise and outrage. Some responses criticise Bugaboo for putting pressure on new mums with an unrealistic body image, while others are praising the model about her amazing bod and seei it simply as an inspiring advert.

When asked about the social media row, Anne-Mieka Minderhoud, Global Communications Director at Bugaboo told Huffington Post –
“We want to inspire mums and dads everywhere to explore the world with their families, while keeping an active and healthy lifestyle.”

The shot was posted on social media as part of Bugaboo’s campaign for the new stroller range designed for jogging parents but many have felt that the Ymre’s washboard abs are off-putting and missing the brands target buyers. One outraged Facebook user commented, “Totally ridiculous photo. At least have something realistic. Even the fittest mums I knew when my kids were bubs weren’t half as fit, and were doubly clothed. Give mums a break!!”



While a more positive user wrote, “Yes there are mums that look like that – just as there are mums who are overweight and have wobbly bits. They are advertising a running pram, so why shouldn’t they put someone who is obviously a runner and in amazing shape to advertise it?”
The toned-tummed, model at the centre of the debate, Ymre Stiekama, is a mum to 2-year-old daughter Lymee, lives with her personal trainer boyfriend and has modeled for major brands such as Prada and Louis Vuitton recently. When asked about her fitness regime, she told Bugaboo, “When I’m at home, I try and work out every day, and I’ll always put on my workout gear if my hotel has a small gym or has a good location for running. Of course it’s not the end of the world to miss a work-out, I just miss them when I do.”

Hmmmm it’s a tricky one – what do you think ladies? Simply a hard working model, looking great in a magazine that has inspired you to do a few extra sit ups at the gym tonight, or an unattainable image that gives new mums something else to worry about and had you regretting that extra biscuit with your mid morning coffee?