Today, singer-actress and new mum Alexandra Burke attended Notting Hill Carnival wearing a breast pump to show it’s ok to embrace motherhood, whilst still doing the things you love. In a world first, Alexandra and Elvie put ‘pumps on parade’ after new research shows that 45% of women lose their sense of self when breastfeeding, and two thirds give up activities they love as a new mum.
On a mission to bust taboos around breastfeeding and pumping in public and empower new mums to take part in all life has to offer, no matter what their feeding journey looks like, the campaign was inspired by Alexandra’s experiences, as well as Elvie ambassadors, cousins Nicole Moses and Chloe Moses. All three women were pumping breast milk as they took part in the Carnival.
Alexandra Burke, singer, actress and new mum, commented: “I absolutely loved being pregnant and I’m having the best time being a mum – so when Elvie approached me to take part and put pumps on parade, I just knew I had to do it.
“I think every mum is a little nervous about getting out and about again after giving birth. I’ve felt it, especially as I’ve been in a complete bubble at home since the little one arrived. Today at Carnival I’m feeling proud to be alongside The Utopia Band and wearing the Elvie Stride breast pump. And having been the first-ever ambassador, Notting Hill Carnival has a special place in my heart. It’s an incredible environment and experience to be immersed in, where all cultures come together and feel as one through great music, food and good vibes.
“For me, being in the parade pumping is one of the most empowering things I could ever do. Women should know there’s nothing to be ashamed of. Breastfeeding and pumping in public spaces has often been shamed by society and whilst we have seen significant progress, there’s still not enough conversation about the stigmas associated with motherhood, and women more broadly. I hope this empowers every mum out there to know they can be an amazing mum, and still have the freedom to be who they are.”
Nicole Moses, first time mum also attended the parade with Elvie, commented: “At times through my breastfeeding journey I’ve felt restricted and like I need to stay at home just to feed. And a lot of the time even when there’s a choice to leave, I still feel that I should stay. That said, I’ve been using Elvie Stride for a month now, and I’d say the best part is that it enables me to share feeding responsibilities so I can take a step back and have some time to myself. Walking in the parade wearing Elvie Stride today is special because we’re showing mothers no matter what their journey, whether they breastfeed directly, pump milk or not at all – they can still embrace everything motherhood has to offer, whilst also enjoying life outside of being a mum.”
To make this moment happen, Elvie and the team partnered with Carnival Mas Band, Utopia. Utopia has been attending Notting Hill Carnival for over 30 years. Their founder, Judith Brown, is a mum herself and even walked in the parade three days after giving birth to her first child.
Judith Brown, manager of Utopia Mas Band, added: “Notting Hill Carnival is part of who I am. For the last 30 years, I’ve been to every one. I even breastfed my son three days after he was born at Notting Hill Carnival because I didn’t want to stay at home and miss it. It is so important we are celebrating our culture and all of our women at Carnival in a welcoming environment where they are empowered. I hope to see more mums and their children join us in future years now that they’ve seen Alexandra, Nicole and Chloe pump whilst parading.”
During the parade, Alexandra, Nicole and Chloe wore Elvie’s newest UK product, Elvie Stride. Elvie Stride is a hospital-grade, ultra-quiet, lightweight electric breast pump that sits comfortably under clothing without the burden of dangling bottles or wires, leaving the user’s hands and body free to move.
Tania Boler, CEO and founder of Elvie, commented: “Not only is pumping and breastfeeding in public still stigmatised, but our research proves that women feel as though they need to stay at home— losing a sense of freedom and identity when feeding. After decades in women’s health, I’ve seen firsthand the detrimental impacts of isolation and loneliness among new mothers, affecting both mental health and overall wellbeing. At Elvie, we love nothing more than breaking down barriers and empowering women. So, we hope this activation will crush stigmas surrounding what new motherhood ‘should’ be, while uplifting women to take back their sense of freedom.”
