The rise of the 'Brelfie': How breast feeding became the new way for celebrity mothers to show off

A host of celebrity mothers have recently been gazing beatifically at the camera, hair and make-up immaculate with the all-important accessory on display: the babe at the breast. 

From Formula 1 heiress Tamara Ecclestone (left) and models Miranda Kerr (centre) and Giselle (right) to mothers strutting their stuff on the streets of London's Notting Hill - 'brelfies' are on the rise. 

But why are these women glamorising something that for most mothers is exhausting and messy?