A mum was ushered out of an US department store's underwear section after discreetly breastfeeding her baby - despite being surrounded by posters and decals of breasts.
"This afternoon while shopping in your store, my daughter got really fussy. I searched for a quiet secluded area to nurse my child", Wittney Hope wrote on Facebook.
"When I found a place I asked if it was okay for her to eat here. The employee at customer service nodded. I then began to nurse my child."
Hope said that she then quickly pulled her shirt down and started feeding her baby - but that's when the trouble began.
"The same lady then told me I could not 'do that' here. She told me I would need to go to the restroom," she wrote.
"I was completely shocked as I have never had anyone comment on me breastfeeding in the whole 18 months I have been nursing. As we were leaving the store I passed by this advertisement for bras."
The mum said she stopped to take a photo of herself in front of the ad to show the ridiculousness of the situation (and chose to cover up "to prove the irony").
"Why is it acceptable for a giant picture of BOOBS to be on the wall but I can not feed my child?" she asked.
Hope lodged a formal complaint and posted on the Facebook page of the department store, Dillard's. The store then posted an apology.
"We respect the right of mothers to nurse their children wherever they feel comfortable in doing so," the store said.
"Upon becoming aware of this situation, our store manager immediately reached out to our customer and apologized. Our associates have been reminded of our breastfeeding policy."
Since then, her post on the Breastfeeding Mama Talk page has been shared 1500 times, with hundreds commenting and supporting her.
"I would have just said my daughter saw the menu you have posted on the wall and ordered her lunch accordingly," one woman wrote, to the delight of thousands.