FASHION NEWS // Controversial Bugaboo pushchair advert

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Controversial Bugaboo pushchair advert

This photograph of model Ymre Stiekema running with her daughter has sparked a huge online debate this week, with reactions ranging from outrage to amusement, and admiration to disgust. Bugaboo posted the photo as part of a promotional campaign for their new stroller range designed for mums  who want to run with their children, and it has already attracted over 400 comments on Facebook.

Some users are not holding back their opinions at all - "Seriously why in the world would she be running in this? Horrible promotion! Not gonna lie, she's one fit mama, but really?!" while some joked "I often am so tired that I forget to put my clothes on when going out for a run with the kids!" and, "Yeah we look like this when we run with the prams, don't we?!"

Many users were genuinely annoyed by the image, saying "Bugaboo, we need to talk, and by 'we' I mean me and whoever decided this is a good way to reach your target demographic of normal, average, everyday mums who might have some soft spots on their bodies left over from housing a foetus for 10 months," but others were keen to back up Bugaboo and blame the green-eyed monster, saying "We mock what we are too lazy to achieve: self-loathing women chiming in from everywhere to criticise physical fitness. Break out the ice cream girls, the jealousy meter is in the red zone."
The model, Stiekema, who has a two-year-old daughter, Lymée, is an avid runner, taking after her father who is a keen marathon runner. The 23 year old Dutch model's partner, Wouter Komdeur, is also a personal trainer partner, which helps her case.

"I'll ask him whether I'm doing certain exercises properly and ask him for tips, which is ideal," she told Bugaboo of Komdeur. "When I'm at home, I try to work out every day, and I'll always put on my workout gear if my hotel has a small gym or the location is good for running. Of course, it's not the end of the world to miss a work-out, I just miss them when I do."

The swimsuit Ymre is captured running in is not the ideal workout gear at all, and she may not be a realistic representation of every mother, but she does work hard to achieve and maintain the body she has.