What?
Online lingerie company True&Co is hoping to earn some buzz by branding their new custom-fitted bra campaign as "Mother I'd Like to Fit" or "MILF".
Of course, "Fit" is not the f-word used in the more commonly used acronym. And they launched it using photos submitted by fashion bloggers who for some reason wanted their children to be in these pictures.
Reactions on Facebook ranged from "LOL! Love this" to "Nothing funny about this Milf joke".
Now the company is running a Mother's Day contest:
I really don't mind if women want to jokingly self-identify as mothers someone would like to... umm.. fuck. I just find that including their kids in the picture is kind of icky.
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