Fleur East shared pictures of herself breastfeeding her four-month-old daughter Nova on the tube in honour of World Breastfeeding Week, which begins on Thursday.

The X Factor runner-up, 36, looked beautiful in a khaki linen shirt set as she cradled Nova and also used Elvie's electronic breast pump on Wednesday.

Fleur was joined by several women who sat either side of her on the tube and were also all breastfeeding their babies and sporting #FreeTheFeed badges.

The mother of one shares her firstborn Nova with her husband Marcel Badiane-Robin, a French fashion designer.

Marcel is also a celebrity stylist and has worked with the likes of Rita Ora and Jason Derulo.

Fleur East shared pictures of herself breastfeeding her four-month-old daughter Nova on the tube, in honour of World Breastfeeding Week, which begins on Thursday 

The X Factor runner-up, 36, looked beautiful in a khaki linen shirt set as she cradled Nova and also used Elvie's electronic breast pump on Wednesday 

Fleur was joined by several women who sat either side of her on the tube and were also all breastfeeding their babies and sporting #FreeTheFeed badges 

Fleur was invited to the tube by FemTech company Elvie as part of Elvie's existing #FreeTheFeed initiative. 

#FreeTheFeed is an invitation to stand with all those women that have felt shamed or confined when breastfeeding or pumping.

Elvie began the campaign in March when, for Mother's Day, they erected place five giant inflatable balloons across London.

Fleur shared on Instagram of the experience: 'AD - I did something pretty incredible with @elvie yesterday, and joined some mums in breastfeeding our babies on public transport! 

'Why, you ask? Well, even though breastfeeding is one of the biggest privileges in motherhood, it can be really daunting to do it outside of your own home for a number of reasons.

'I remember feeling nervous about breastfeeding in public for the first time and being judged or made to feel uncomfortable. 

'I was always reassured when I saw another Mother doing the same or when others were just accepting of it and didn’t comment or make me feel like I was doing something wrong.

'It’s no surprise that 94% of breastfeeding women in the UK have avoided public transport, with one of the main reasons being fear of judgement (70%).'

Fleur was joined by several women and their babies and they all were breastfeeding and sporting Elvie #FreeTheFeed badges

They were invited to the tube by FemTech company Elvie as part of Elvie's existing #FreeTheFeed initiative

Fleur continued: 'So, Elvie is calling on TfL and other transport providers to make breastfeeding and pumping women feel comfortable in these spaces - with clear signage to make them feel supported and welcome.

'I would love Mothers to feel confident and free to feed their babies without judgement. #freethefeed.'

Research from Elvie shows that 94% of mothers choose not to board if they’ll have to feed their baby en route. 

Tania Boler, Founder of Elvie said: 'At Elvie, we push hard for the better health and wellbeing of women and we’re passionate about smashing societal taboos. 

'I’ve personally experienced the angst of breastfeeding in public; it can be deeply uncomfortable and unwelcomed. It’s about time we change this and we need to reposition our attitudes from seeing it as a "women’s issue" to a societal one.'

Fleur East said: 'Breastfeeding is such a fantastic thing but it doesn’t come without its challenges. 

'When I first breastfed my daughter in public, I was absolutely terrified. I was scared of getting stared at, people judging me, and if Nova made a bit of a fuss I’d be panicking about other people’s opinions. 

'But the more you do it, the more used to it you get, and I hate the idea of women avoiding feeding because of judgement - it’s outrageous that women are still made to feel uncomfortable breastfeeding in public - it’s 2024 for goodness sake! 

'I hope by taking part in this shoot, and making breastfeeding and pumping more visible, it is a small step towards a big change for women.'

Three weeks after Nova's birth, Fleur revealed she made the difficult decision to head back to work and revealed she felt 'amazing' for it.

Fleur took to her Instagram on Wednesday to talk about the initiative and recall her own experiences of breastfeeding in public

#FreeTheFeed is an invitation to stand with all those women that have felt shamed or confined when breastfeeding or pumping

Elvie began the campaign in March when, for Mother's Day, they erected place five giant inflatable balloons across London

As well as breast pumps and their various milk-collecting products, Elvie make pelvic floor-training devices

In April, Fleur revealed that after receiving a booking whilst she was pregnant the singer decided to perform just three weeks after Nova's birth - despite having anxiety about it 

Fleur explained on Instagram at the time: 'While I was still pregnant, I received a booking to perform at a gig. 

'It was touch and go as to whether or not I would do it because it would be so soon after giving birth.

'But, this weekend, three weeks after having Nova, I decided I was ready to get back on stage and see how I get on. I was anxious being without our baby girl for a bit and my body definitely doesn’t feel the same, but surprisingly the energy took over.

'It felt amazing to perform with these incredible ladies who gave me good, positive vibes on stage. 

'I was able to get out there, move my body, sing and do what I love and then get back to the little person I love with all my heart.

'I spoke to lots of you on my stories about Mum guilt and feeling anxious and it’s nice to know I’m not alone, we all experience it in some way, I’m told that it will get easier and a happy Mama means a happy bubba.' 

Fleur competed on Strictly Come Dancing in 2022, partnered with Vito Coppolla, and finished in second place.

She has not yet spoken out about the recent scandals the BBC dance competition has found itself in.

The mother of one shares her firstborn Nova with her husband Marcel Badiane-Robin, a French fashion designer (pictured) 

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