Fleur East, the English singer and rapper best known for reaching the final of The X Factor in 2014, is advocating for a new campaign that supports breastfeeding and pumping in public. Since giving birth to her daughter Nova on March 22, East has openly shared her initial fears about breastfeeding in public and is now focused on reducing the associated stigma.
At 36, East admits she was “terrified” when she first breastfed her daughter in public. “I was scared of being stared at, judged, and worried about Nova fussing,” she explained. “There were times when people seemed uncomfortable and made it known.”
East’s experience aligns with recent findings from British femtech company Elvie, which surveyed 1,016 new mothers. The research revealed that 70% of respondents felt judged while breastfeeding or pumping in public.
Despite these challenges, East is committed to overcoming public judgment. She encourages new mothers to remember that breastfeeding is a natural and essential process. “I chose to ignore the negativity and focused on what I was doing,” she said. “Feeding your child is natural, and babies need to eat wherever they are.”
East’s confidence in breastfeeding in public has grown over time. “The more you do it, the more comfortable you become,” she said. “It’s unacceptable that women still face discomfort about breastfeeding in public in 2024.”
In partnership with Elvie, East has launched the #FreeTheFeed campaign to empower mothers to breastfeed in public spaces, including the London Underground, ahead of World Breastfeeding Week from August 1-7. Elvie’s research also highlights that 78% of mothers desire better signage on public transport to prioritize seating for breastfeeding or pumping, while 66% believe this would help normalize the practice.
“I hope that by participating in this campaign and increasing visibility, we can drive meaningful change,” East added. “I hope more places will embrace and celebrate public breastfeeding.”
