Even today, women who breastfeed in public still get frowned upon. Sometimes they’re even asked to stop or forced to leave. To break this taboo against breastfeeding in public, DDB Brussels and VBBB (an organisation for breastfeeding promotion and guidance) have put a breast on the back cover of De Standaard. More precisely the breast of Madonna Litta, a famous painting by Leonardo Da Vinci from 1490 where the virgin Mary breastfeeds baby Jezus. Back in the 15th century, no one was offended by this. So why are we today?