#imperfectisthenewblack is a new hashtag campaign, which goal is to beat polished standards, developed by influencers on social media, and shed a light on imperfect parental reality.

We all tend to project ideal social media images on our everyday life. Sometimes the search for inspiration and support on social networks results in depression or emotional breakdowns. Young mothers are especially vulnerable, as their motherhood experience differs from “perfect parenting” standards, seen on the screen.


“I f***in’ hate this, too”

It all started when Adele opened up about her postnatal depression. The singer realized that she wasn`t alone in her struggle, when she talked to a friend: “One day I said to a friend, “I f***in’ hate this,” and she just burst into tears and said, “I f***in’ hate this, too”. After this Vanity Fair cover story, mum blogger Anna Whitehouse, along with Hannah Veale and Amy Malloy, decided to reveal their parenting reality, warts and all. “The campaign was conceived to help all parents, suffering like Adele or not, know that they are not alone and life isn’t as picture perfect for everyone else as it might appear,” – Anna says. According to the survey, held by PANDAS foundation for postnatal depression, 80% of mums cannot find support in social networks and feel alone. The campaign #imperfectisthenewblack unites parents and creates friendly online space, providing real people with real images.




It’s ok not to be ok

Influencers and social media produce flawless parent role models and patterns. Moreover, they set standards, which turn motherhood into a struggle with fears and feelings of inferiority. What shall the parents do, if their reality differs from these online images?
Anna Whitehouse, known as Mother Pukka on Instagram, suggests that parents should enjoy their imperfect parental experience, find beauty and humor in “imperfect” moments in their everyday life. Sharing imperfections is the way to beat idealistic standards and demonstrate other mums, what actually hides behind impeccable Instagram images.

“I think the power is we see these distorted images of parenthood and that messes with people’s heads when you are in a dark place. Imperfection is more achievable because it is normal. It is human and it is all around us. It just is what it is. My life’s a mess and I’m looking forward to sharing that,” – the founder of #imperfectisthenewblack campaign says. “In doing so, show those that need to hear it that it’s ok not to be ok”.




Imperfect is the new black

Anna Whitehouse claims: “Gone are the days of the insta-perfect parent. Gone are the days of comparing yourself on social media. Gone are the days of striving for an unattainable standard” – she claims. Her Instagram campaign became a successful part of charity campaign from the PANDAS foundation. It is aimed to help mums overcome postnatal depression. The campaign is a step towards the acceptance of imperfect standards of parenthood, happiness and order. To fight the depression parents must push away “perfect parenting” standards imposed by influencers on social media and turn to the real pictures and real stories.


Many parents supported the idea by posting selfies and “imperfect” moments from their daily routine with #imperfectisthenewblack hashtag. Indeed, it feels like imperfect is becoming the new black.

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