Yummy mummies everywhere, put your Veja trainers and frill-collar shirts away, because last week the Times issued a stinging broadside. Being labelled a ‘yummy mummy’ is apparently now so derogatory as to be an ‘almost cancellable offence’. The Yummy is dead, the headline declared, while my phone blew up like the fourth reactor at Chernobyl as Yummies far and wide forwarded me the article. ‘We are not dead!’ many fulminated, while others were more concise: ‘That’s just bollocks; I’ve never worn barrel jeans in my life.’

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