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Flanked by a dog accessory store and a beauty salon, it is surrounded by expensive boutiques specializing in children. Tastefully decorated and brimming with deer apparel and accessories for nursing mothers, Yummy Mummy fits right in. Its plum brown awning greets customers and passers-by with a friendly, if pointed, message: happy breastfeeding. Yummy Mummy also sells fenugreek for the same purpose, which at ten dollars a package, costs half the price. Although breast pump sales have been breast pump fetish ever since Amanda Cole opened her store inthey soared dramatically in That year, President Obama made a bold intervention in the world of breastfeeding advocacy by reforming the Affordable Care Act ACA to require health insurance companies to cover the cost of breast pumps for new mothers.
At first, Cole worried that making breast pumps free to anyone with health insurance would be bad for business. Even before the ACA reform went into effect, the United States ed for 40 percent of the global market in breast pumps, with 2. She moved quickly to make the new legislation work to her advantage. Insurance companies will only reimburse customers who purchase equipment through an accredited durable medical equipment DME supplier.
These specialized stores normally sell institutional items like hospital beds and oxygen tanks; their no-nonsense aesthetic is light years away from the boutique-y world of Yummy Mummy. But, by deftly navigating the bureaucracy necessary to have Yummy Mummy accredited as a DME, Cole positioned her store to profit from the new plan almost immediately. Yummy Mummy now has established relationships with twenty-five different insurance plans and ships hundreds of pumps per week.
Industry analysts expect this market to grow even more, as news of the benefit spre. By the end of the decade, the American breast-pump market should reach almost one billion dollars—and the market for the other breastfeeding equipment Yummy Mummy sells, including clothes, bras, creams, and pillows, will be roughly double that. Like so many lifestyle companies today, from Whole Foods to the Arbor Collective skateboard company, Yummy Mummy is a compelling mixture of conscience and commerce, an enterprise dedicated to doing well by doing good.
As a new mother in Manhattan, Cole was committed to breastfeeding but frustrated by the absence of good breastfeeding products and informed advice. Ultimately, that frustration exposed a market opportunity. Her neighborhood needed a place breast pump fetish would cater to, and support, nursing women. InCole opened a store she envisioned as a one-stop shop for premium breastfeeding products and a community hub where expectant or new parents could consult well-informed sales associates—including Cole herself, who is now a certified lactation counselor.
The store also offers a range of courses.
The consumer culture that has grown up around breastfeeding says a great deal about its core demographic, its lifestyle priorities, and the resources it has to dedicate to breastfeeding. In contemporary slang, a yummy mummy is a sexy, glamorous mother—well dressed and, usually, well heeled too. Tabloids use the term to praise celebrity moms like Miranda Kerr and Angelina Jolie for refusing to let motherhood cramp their fabulous lifestyles—and wardrobes. Yummy Mummy too als that breastfeeding is no longer just for the crunchy earth-mother crowd. Not very long ago, the idea of breastfeeding stylishly would have seemed patently absurd.
Back in the s, many of the women who revived the practice of breastfeeding in the US were making a political statement, not a fashion statement. But the mainstreaming of breast pump fetish has generated not only countless bad puns—a nursing pillow called My Breast Friend, a postpartum girdle called the Mother Tucker—it has also stimulated a booming market in luxury breastfeeding paraphernalia that the earlier generation of feminists, hippies, and countercultural mavericks could never have imagined. One of the most popular electric pumps in the US, manufactured by the Swiss company Medela, is called the Pump in Style.
Anyone even remotely familiar with the mechanics of breast pumping will find the idea of pumping in style amusing, at best. Naked from the waist up, with suction cups attached to each swollen nipple as the pump yanks loudly and rhythmically to coax milk into plastic cylinders, not even Heidi Klum could look stylish. But the name is telling nonetheless.
It bespeaks an ideal of motherhood that is alluring to many women—and breast pump fetish to the many manufacturers and stores that promise ways of achieving it. The trappings of contemporary breastfeeding culture—including breast pumps, deer apparel from companies with names like Boob and Glamourmom, and Lactation Cookies—reflect the tangled web of social, political, and commercial interests that sustain it.
This new culture—at once wholesome and hip—is partly the result of a hard-won social pride. Many of those who revived breastfeeding in the twentieth century—feminists, hippies, and members of La Leche League included—encountered considerable resistance. And some still do.
Sometimes these tensions are generational and subtle. Other times the resistance is not subtle at all. This is an undeniably good cause. Famous mothers like Kourtney Kardashian, Gwen Stefani, and Maggie Gyllenhaal have all made a point of being photographed nursing in public. As with gay rights and other identity-based political movements, their strategy is to embrace visibility as a way of refusing stigma and shame.
Ineven Pope Francis weighed in, encouraging mothers to nurse their babies during a baptismal ceremony in the Sistine Chapel.
More formally organized initiatives exist now too. Started several years ago in New Zealand, the Big Latch On has become a global event in which women come breast pump fetish to breastfeed in public, en masse, on a given day in the beginning of August, during World Breastfeeding Week. The advocacy organization Best for Babes runs a national hotline for mothers who are harassed for nursing in breast pump fetish. Their campaigns are specifically deed to undermine the idea that women can take into their own individual circumstances—jobs, child-care options, and so on—when choosing how to feed their babies.
At their most extreme, lactivists view breastfeeding as an end in itself—an activity to be defended at all costs, even when it threatens the health and well-being of babies and mothers. In Saudi Arabia, women are legally obligated to breastfeed—for two years.
Here in the U S, politicians and policy makers have stopped short of legislating breastfeeding, but they have decided that breastfeeding should be viewed as a matter of public policy rather than a personal choice. As Dr. Feminists and fundamentalists, yuppies and hippies, conservatives and liberals, the medical establishment and its alternative-medicine critics: for all their differences, they are all aligned on this particular issue.
The problem is that these unlikely bedfellows not only believe in breastfeeding and practice it themselves; they often believe that everybody else should too. Breastfeeding is no longer just a way to feed a baby; it is a moral marker that distinguishes us from them —good parents from bad. For many well-educated middle- and upper-middle-class parents, breastfeeding is an early foray into competitive parenting.
They breastfeed because it promises to produce children who are healthier, more secure, and smarter. In these circles, breastfeeding is also an indicator of financial or professional success—only mothers who have the luxury of time or job flexibility can breastfeed long enough to claim the full health benefits.
In the United States today, breastfeeding is undeniably a marker of class status, although not for everyone. For the Christian right, the value of breastfeeding is different. Ironically, breastfeeding means just the opposite to feminists, for whom it is often a form of empowerment that offers evidence of the life-sustaining force of female bodies.
For the hippie and hipster left, breastfeeding is also a moral imperative, though here too, for different reasons. Hipsters breastfeed because they are environmentalists, because they support the local food movement, and because they are critical of the huge multinationals that make formula. If you fi d yourself feeding your baby formula at the Food Co-op in Park Slope, you may as well be wearing a coat made of baby sealskins. She lives in Toronto, Ontario. Breast pump fetish Header Night Mode. Our mandatory breast-feeding fetish: Race, class, big business and the new politics of motherhood Some reports suggest breast-feeding's benefits can be overstated.
So why such public and moral pressure behind it? Related Articles. Trending Articles from Salon.Breast pump fetish
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