Breastfeeding Elle Cover Sparks a Movement

An image of model Nicole Trunfio breastfeeding her son on the cover of Elle starts #NormalizeBreastfeeding movement, taking the shame out of breastfeeding in public.

Breastfeeding Elle Cover Sparks a Movement nictrunfio/Instagram

Australian-Italian model Nicole Trunfio appears on the subscriber cover of Elle Australia clad in an open Burberry suede jacket—and breastfeeding her son, Zion.

And the image is anything but contrived, according to the magazine's editor-in-chief, Justine Cullen: "Zion needed a feed, Nicole gave it to him, and when we saw how beautiful they looked we simply moved her onto the set," Cullen wrote on the magazine's website. "It was a completely natural movement that resulted in a powerful picture."

Related: Celebrity Moms Who Support Breastfeeding

And powerful it is: The image soon sparked a movement on social media—not of controversy, but of support and a desire to "normalize" the act that millions of mothers around the world do every day. Leading the pack? Trunfio herself. The 29-year-old posted this photo and caption on her instagram page:

Thousand of moms are now taking part in the #normalizebreastfeeding movement on social media. The hope is that by making it no big deal, mothers will finally feel free to feed their children whenever—and wherever—they need to.

Related: Breastfeeding in Public: 5 Ways to Get it Right

The bonus? Seeing beautiful babies like these get their nutrition out in the open instead of in a stuffy bathroom: