Tess Holliday shares intimate, raw breastfeeding photo.

Breastfeeding is yet another domain where no matter what they do, women just can’t win.

It’s such a divisive issue that mums, including plus-size model and mum-of-two Tess Holliday, have started to share photos of themselves feeding their babies in an attempt to normalise breastfeeding.

In an Instagram post shared earlier today, Holliday is pictured with her two-week-old baby boy Bowie. The black and white photo shows her newborn latched to her breast, as she feeds him lying down.

#repost @nickhollidayco ???????????? I had to capture this moment because today was the first time I was successful at feeding lil Bowie laying down ???????? ???? #normalizebreastfeeding #motherhoodrising

A photo posted by Plus Model | Mom | Feminist???? (@tessholliday) on Jun 28, 2016 at 3:26pm PDT

The caption reads, ‘I had to capture this moment because today was the first time I was successful at feeding lil Bowie laying down,’ followed by the hashtags #normalizebreastfeeding and #motherhoodrising.

Holliday is well known for challenging the expectations around women’s behaviour and bodies, sharing several photos in the lead-up to her birth which caused a great deal of debate online. At a size 26, many comments on her Instagram argued that her size would be damaging to the health of her baby.

Her recent breastfeeding image has also attracted it’s fair share of criticism. This time, however, he negative comments have been removed, with only those comments defending the 30-year-old model remaining.

Post continues after gallery. 

With over 30,000 likes and hundreds of comments, Holliday’s audience seems to be overwhelmingly supportive of the photo, posting comments like, “A healthy well-fed happy baby is always a beautiful picture. Thank you for sharing such a beautiful moment in motherhood.”

Previously, in an interview with the Telegraph, Holliday said she’s tired of “hiding your body because society tells you to.” Clearly, her breastfeeding photo is designed to deliver that message – and her followers have received it loud and clear.

Watch: The answers to the pregnancy questions you were too afraid to ask.