Gap is also being praised for showing a non-white woman feeding a toddler, too. “This makes me proud as a black breastfeeding mother and advocate!!” said one Instagram user. “Thank you for helping to normalize breastfeeding, featuring a black woman breastfeeding and a toddler nursing!” commented another.

Though cynics will call it genius marketing, it all happened organically – not in a board room.

Chicago Tribune revealed that the trending ad was actually a candid shot taken of model Adaora Akubilo and her son. Both had been booked for the campaign and while shooting, he needed to nurse. “I let them know,” Akubilo told Chicago Tribune. “They’re like, ‘Oh, my God, of course it’s OK, go ahead.’ And they said, ‘You can do it right here.’”

While nursing, Akubilo consented to having photos taken, photos which later became a benchmark in the campaign. “I was so happy,” she said. “I felt it was affirming. I don’t want women to feel shamed. It’s so important to encourage mothers.”

This is more than just a powerful moment for the global brand’s reputation. It’s a big step for breastfeeding.

Why Gap's advert featuring breastfeeding empowers all women