My guess is that plenty of women who voted on the winners remember the bland lingerie options facing them when they were pregnant – the experience that first prompted Ebbing to create HOTmilk. The label is now stocked in over 300 boutiques worldwide, and you can also buy online from Figleaves UK.

Now imagine having a lingerie label for pregnant women. Would you even at one point consider not using pregnant models for your catalogue? The single fact that HOTmilk is using their target audience in their ads was enough for them to end up in a little media storm of their own… UNBELIEVABLE.

Just for the record I want to get this out of the way: PREGNANT WOMEN HAVE THE RIGHT TO BE SEXY IN PRETTY LINGERIE.

I hope this turns out to be great free advertising for HOTmilk — they have our support!

Women can wear beautiful lingerie their whole lives, so why is it that when they become pregnant, all they have to choose from in maternity is black, white and if you’re lucky, baby pink, blue, and BEIGE!

Pregnancy and being a mum are challenging times in a woman’s life and wearing brown lingerie certainly doesn’t do anything to help lift her spirits. This is a time when, more than ever before, she needs to feel special and sexy.

Look at this sweet “Cherry Bomb Chic” set with those scalloped edges! Of course I’m happy for any pretty maternity lingerie line. However, the thing that really sets HOTmilk apart is the company’s devotion to breastfeeding, which seems to have become less and less common in recent years. Of course, they are doing their part by making it easy to be a sexy new mom! On the website, you can read stories from women who have been there and links to support groups.

HOTmilk hope also that as a result of our campaign, we will be helping to promote breast-feeding and elevate its importance. Essentially HOTmilk reinvents and redefines breast-feeding by showing just how much mischief a breast-feeding mother can get up to!