A giant boob is grabbing the attention of Londoners.
Noticing a cleavage in society and its acceptance of public breast feeding, London creative agency, Mother London, has placed a plump inflated breast atop its Shoreditch office.
Standing abreast with mums, the agency says the initiative is part of its 'Free the Feed' campaign and notes the absurdity that in 2017, mothers still feel judged when breast feeding outdoors.
The breast was set up on UK Mothers' Day, 26 March.
It has not been stated how long the breast will stay, though considering London's temperature, chances are it's a bit nippy up there.