Gap's new ad 'normalizing' breastfeeding is making people really, really happy

Gap’s new ad featuring a woman breastfeeding a child has people excited.

The ad for a new lux line called Love by GAP Body was shared on the company’s Instagram page on Saturday and depicts a mother modeling the line’s sleep shirt while breastfeeding a child. Notably, the child appears older than the age of one, in a practice called extended breastfeeding.

The image was a total hit on Instagram where people called it “awesome” and praised Gap for “supporting mothers.” Many used the hashtag #NormalizeBreastfeeding, a movement started in 2014 by Ghanaian-American mother-of-three Vanessa A. Simmons that encourages women to not only nurse in public (as is their legal right in most states) but to do it shame-free, if it means not using a cover.

RELATED: Top baby names from 2017:

Most popular baby names of 2017
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Most popular baby names of 2017
10. Amelia
10. Logan
9. Zoe
9. Elijah 
8. Riley
8. Mason
7. Aria
7. Grayson
6. Mia
6. Caden
5. Isabella
5. Lucas
4. Ava
4. Aiden
3. Emma
3. Noah 
2. Olivia
2. Liam
1. Sophia
1. Jackson
You can view the full list of Baby Center's most popular names here

A representative from Gap tells Yahoo Lifestyle, “We aim for the marketing around Love by GapBody to encourage and empower all women to be the woman they want to be as a friend, partner, wife, mother and voice in today’s society.”

According to Leigh Anne O’Connor, a New York-based international board-certified lactation consultant, the ad is a win.

“It’s wonderful to support breastfeeding as a daily part of life for women who do it and there are lots of mixed messages about what’s appropriate,” O’Connor tells Yahoo Lifestyle. “For example, you can nurse but not in public or up until the baby reaches a certain age.”

Breastfeeding past the age of one is called “extended nursing” but O’Connor says the term isn’t quite fair since babies don’t naturally wean before the first year of life, per one recommended age limit from the American Academy of Pediatrics.

RELATED: Baby names banned around the world:

Banned baby names around the world
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Banned baby names around the world

France won't allow a name if the courts agree it will lead to a lifetime of mockery

In France, local birth certificate registrars must inform their local court if they feel a baby name goes against the child's best interests.

The court can then ban the name if it agrees, and will do so especially if it feels the name could lead to a lifetime of mockery.

Baby names banned in France 




Prince William 

Mini Cooper

Germany has a number of strict baby-naming rules

Germany has a number of baby-naming restrictions, including: no gender-neutral names; no last names, names of objects, or names of products as first names; and no names that could negatively affect the child's well-being or lead to humiliation.

Baby names banned in Germany


Osama Bin Laden

Adolf Hitler



Switzerland has a list of strict rules, too

Like Germany, Switzerland also has a number of baby-naming restrictions, and the Swiss civil registrar must approve all baby names.

In general, if the name is deemed to harm the child's well-being or be offensive to a third party, it will not be approved. Other rules include no giving a boy a girl's name or a girl a boy's name, no biblical villains, no naming your child a brand name, no place names, and no last names as first names.

Baby names banned in Switzerland






In Iceland, baby names must align with the linguistic structure and conventional spelling system of Iceland

Unless both parents are foreign, parents in Iceland must submit their child's name to the National Registry within six months of birth. If the name is not on the registry's list of approved names, parents must seek approval of the name with the Icelandic Naming Committee.

About half of the names submitted get rejected for violating Iceland's strict naming requirements. Among these requirements, names must be capable of having Icelandic grammatical endings, may not conflict with the linguistic structure of Iceland, and should be written in accordance with the ordinary rules of Icelandic orthography.

So, for example, if a name contains a letter that does not appear in the Icelandic alphabet (the letters C, Q, and W, for example), the names are banned.

Baby names banned in Iceland






Denmark only allows names from a pre-approved list

Denmark has a list of about 7,000 approved baby names, and if your name choice doesn't make the cut, you have to seek permission and have your name choice reviewed at Copenhagen University's Names Investigation Department and at the Ministry of Ecclesiastical Affairs.

More than 1,000 names are reviewed every year, and almost 20% are rejected, mostly for odd spellings.

Baby names banned in Denmark






In most cases, Norway won't allow you to use a last name as a first name 

Norway has loosened its baby-naming lawsin recent years, but it has kept two key provisions.

The name won't be accepted if it is considered to be a major disadvantage for the person or for other strong reasons.

And you cannot choose a first name that is already registered in Norway's Population Register as a last or middle name (in Norway, middle names are essentially second surnames). The exception is if the name has origins or tradition as a first name in Norway or abroad or has tradition in a culture that does not distinguish between first and last name. So naming your baby one of the most popular last names in Norway, like Hansen or Haugen, would not be allowed.

Baby names banned in Norway






Sweden bans names it considers 'obviously unsuitable' as a first name or offensive

Sweden bans first names that could cause offense to others or discomfort for the one using it.

It bans other names that would be considered obviously unsuitable as a first name.

Parents must submit the proposed name of their child within three months of birth to the Swedish Tax Agency and could face fines for failing to register a name.

Baby names banned in Sweden






Malaysia considers names that are animals, insults, numbers, royal or honorary names, and food 'undesirable'

Malaysia has a list of names it considers "undesirable" and that are subsequently banned.

On the list of unacceptable names are animals, insults, numbers, royal or honorary names, and food.

Baby names banned in Malaysia

Chinese Ah Chwar (Snake)

Woti (Sexual intercourse)

Khiow Khoo (Hunchbake)

Chow Tow (Smelly Head)

Sor Chai (Insane)

One part of Mexico has a list of explicitly banned names that are considered derogatory, lacking in meaning, or mockable

A law passed in Sonora, Mexico, explicitly bans 61 first names that are either considered derogatory, lacking in meaning or mockable.

Authorities say the objective is to protect children from being bullied because of their name.

Baby names banned in Mexico



Escroto (Scrotum)



Parents in New Zealand who want to give a baby name with more than 100 characters are out of luck

In New Zealand, parents are barred from giving names that would cause offense, that are longer than 100 characters, or that resemble an official title and rank.

Baby names banned in New Zealand

Talula Does the Hula from Hawaii


Sex Fruit

Fat Boy

Cinderella Beauty Blossom 

Portugal has an 82-page list of names that denotes which are accepted and which are not

In Portugal, children's names must betraditionally Portuguese, gender-specific, and full, meaning no nicknames.

To make things easier on parents, the country offers an 82-page list of namesthat denotes which are accepted and which are not.

Baby names banned in Portugal






Names that are considered 'too foreign' or blasphemous will not fly in Saudi Arabia

The Saudi government has banned more than 50 names it deems "too foreign," inappropriate, blasphemous, or not in line with the country's social or religious traditions.

Baby names banned in Saudi Arabia


Malika (Queen)

Malak (Angel)




Breastfeeding ads can be a tricky territory. In 2016, Equinox launched its “Commit to Something” campaign, shot by photographer Steven Klein, featuring model Lydia Hearst wearing an evening gown while nursing two babies. A representative from Equinox told Fortune, “We didn’t want to take a stand on a specific issue or pick a cause” but for many, the images misrepresented the challenges of breastfeeding by making it look glamorous and added to the pressure many women already feel to nurse.

Last year, U.K. Baby Dove pulled a breastfeeding ad that read, “75% say breastfeeding in public is fine, 25% say put them away. What’s your way?” and issued an apology which read, “Our ad, as well as our campaign, aims to celebrate the diversity of parents and parenting choices in the UK. However, we realize that our message in this instance has not come across as we intended, and we did not mean to cause offense.”

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