Many feminist sociologists would agree that most breastfeeding research to date has been primarily undertaken from the perspective of medical and public health discourses. While there is evidence of a shift in research on breastfeeding to qualitative studies that focus on the lived experiences of breastfeeding women, this article addresses a number of concerns remaining in the literature surrounding breastfeeding. First, it questions the absence of breastfeeding as a legitimate philosophical topic, and, as a corollary, the invisibility of breastfeeding women (...) as moral or ethical subjects. Second, by drawing on Michel Foucault's account of ethics and Judith Butler's notion of performativity, it is suggested that breastfeeding is best conceptualized as a gendered and embodied ethical practice rather than an aspect of one's being. Finally, this materialist approach to theorizing breastfeeding is discussed in relation to the Lucy Lawless poster that was released in Aotearoa New Zealand to launch World Breastfeeding Week in August 2002. (shrink)