Rihanna is breastfeeding her son in a new Savage X Fenty campaign. How it’s addressing an outdated 'taboo.'

Rihanna continues to be #MomGoals after revealing her latest Savage X Fenty campaign imagery, in which she's pictured breastfeeding her 1-year-old son.

The 35-year-old singer and mogul was photographed in her undergarments while feeding her son RZA, whom she shares with rapper A$AP Rocky, to announce the lingerie brand's latest collection. "Not ur mama's maternity bras," the caption of one of two Savage X Fenty posts reads, accompanied by #SavageXMaternity.

The new maternity capsule collection is “for moms and moms-to-be” and was designed by Rihanna herself to bring "confidence and comfort to moms at every stage of their journeys." Bra features include adjustable straps, nursing clasps, a fourth row on the back enclosure for an adjustable fit and one-hand functionality. Oh, they're also cute — coming in multiple colorways and fabrics. The sizes range from XXS to 4X and are priced from $35 to $60.

“I want to remind people that you can still channel sexiness and feel good while being a parent,” Rihanna told Vogue.

While most of the campaign's photos show a smiling Rihanna with RZA on her lap and resting on her chest, a few also show a bit of her pregnant belly. Naturally, this campaign is almost as revolutionary as the mother's reveal of her second pregnancy during her Super Bowl halftime performance in Feb. 2023.

"Pregnant with one while breastfeeding another. Women are amazing," one commenter wrote on the post. Another said, "It’s the inclusivity for me across the board!!"

Why do these images matter?

"In our culture, breasts are still highly sexualized, which means breastfeeding is seen as something taboo," Jaren Soloff, an International Board Certified Lactation Consultant (IBCLC), tells Yahoo Life. "Many mothers still do not feel comfortable feeding their baby —which breasts are designed to do, biologically — without fear of shame when in public. Everyone benefits from seeing breastfeeding normalized versus fetishized and sexualized."

While moms everywhere — including Michelle Branch — share experiences of being shamed or judged for breastfeeding their children in public, having someone as culturally relevant as Rihanna do her part to help others recognize that it's a "biological norm" is a big deal. "It also helps to reshape the idea of female celebrities being seen as 'sex symbols' and rather embraces the fact that they are multifaceted people," Soloff says. "And that just as other mothers feed their babies at breast, so does she."

This point is particularly driven by the fact that the star's famous lingerie brand, which is celebrated for embracing beauty in all of its forms, is evolving into motherhood with Rihanna.

"Mothers are the backbone of our society and culture, and yet are often treated like second-class citizens when faced with the enormous physical and mental load of motherhood," Soloff says. "I believe that women want an update to the old maternity styles that don't allow women to embody all the many dynamic aspects that they occupy as a woman and mother. Rihanna's line embodies comfort and function that is still sexy."