Shot by the Vogue Netherlands as part of Bugaboo’s campaign for their new £515 Bugaboo Runner, the shot features mum Ymre Stiekama and her 2-year-old daughter.

And, dressed in a bikini and running shoes, the professional model’s toned body is very much on show.

Sharing the shot on their Instagram, Bugaboo HQ wrote: “Wow doesn't model and mother of 2-year old Lymée, Ymre Stiekema look amazing in this @nlvogue shoot!

“Check out the Bugaboo Journal (link in bio) to read our interview with the real-life Bugaboo Runner.”

However, while the shot was intended to inspire, it has left many mums furious.

“Bugaboo, we need to talk, and by 'we' I mean me and whoever decided this is a good way to reach your target demographic of normal, average, everyday mums who might have some soft spots on their bodies left over from housing a foetus for 10 months,” raged one.

Another wrote scathingly: “Thanks for setting women back. Objectification of women, it's hard enough to birth a baby, then you have to lose a hundred pounds to look anorexic again... no.”

"Totally ridiculous photo,” fumed another Instagram user. ”At least have something realistic. Even the fittest mums I knew when my kids were bubs weren’t half as fit, and were doubly clothed. Give mums a break!!"

There are over 600 comments underneath the photo - but, while many of them are from outraged mums, there are many that have set out to praise Bugaboo for posting such an inspiring image on their Instagram.

One wrote: “I think this is great advertising. It should inspire you to look this good. If there was an obese person leaning on the pram people would complain that they were promoting unhealthy images! Can't win. Haters gonna hate!!!”

Another added: “She looks #amazing! For all you moms who let yourselves go and are now struggling to get back... this should be your #motivation. THIS SHOULD be the norm!

“Stay active during your pregnancies! Don't give in to every little craving! You can have this body... but you must #work for it!!!”

Instagram user @orostovaBtw wrote: "Btw her child is two years old. That’s enough time for almost anyone to get in shape.

“So those saying that this ad sets unrealistic expectations from mothers - it really doesn’t.’

When asked by Bugaboo about her fitness regime, Ymre Stiekama - the 23-year-old mum at the centre of the controversy - said: “When I’m at home, I try and work out every day, and I’ll always put on my workout gear if my hotel has a small gym or has a good location for running.

“Of course it’s not the end of the world to miss a work-out, I just miss them when I do.”

**What do you think - is this photo inspiring for mums, or is it setting an unrealistic standard? **

Should mums stop slamming each other for how they look, regardless of shape and size?

Let us know your thoughts via Facebook or Twitter (@CloserOnline) now.