Londoner Alexandra Burke at Notting Hill Carnival wearing breast pump in first appearance as new mum

Elvie research shows that 45% of new mums feel they lose their sense of self when breastfeeding or pumping, and two thirds give up doing something they love. This campaign shows all women, no matter what their journey, that they have the freedom to do what they love.
As the first ever Notting Hill Carnival ambassador, Alexandra Burke was so happy to be back at Carnival today saying: “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.”