As we all know, breastfeeding is the most natural thing in the world. No matter when, no matter where, in private, in public, if baby wants to feed, then baby can.
So why, then, has this beautiful photo of Brazilian supermodel Gisele feeding her one-year-old daughter Vivian as she prepares for a photo shoot caused such controversy?
Hmm, let's take a guess. Could it be that she's being pampered beyond the wildest dreams of all 'ordinary' knackered new mums? Could it be that she looks so utterly gorgeous and relaxed, with tresses as long as her infinite legs?
Could it be that she looks like she's in the middle of a luxury spa treatment rather than hiding away in the baby-changing room in her local coffee shop? Could it be that – to some – she looks insufferably smug: truly the woman who really does have it all?
Or could it be that you're simply jealous and would give your eye teeth to swap places with the 33-year-old former Victoria's Secret Angel?
Hmm, quite possibly all of the above. The Instagram snap was circulated by the model mother-of-two to illustrate her ongoing support for the 'breast is breast' campaign.
Little Vivian, who turned one this month, travels with her mum all over the world, but home is Los Angeles, where she lives with her dad, Tom Brady, and her their four-year-old brother Benjamin.
Under the heading, 'Multitasking', Gisele Tweeted: "What would I do without this beauty squad after the 15 hours flying and only 3 hours of sleep?"
It's a good question. Scream at your husband? Rub your eyes until they're redder than an alcoholic tramp's? Lie on the bed, sobbing, and yelling: "Pleeeeeeeeeeeeassssssssssse, let meeeeeeee sleeeeeeeep?"
Thank goodness for the 'beauty squad', eh?
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