Itchy boobs

So this is my third pregnancy, I'm 25 weeks and for weeks now my breasts and nipples have been so itchy to the point I'm making them bleed from scratching and I think I'm doing it in, I put body lotions on which haven't worked and I've just started using nipple cream but to be honest that feels worse. I didn't have this with my other pregnancies and I'm desperate to breastfeed this little 1 as I really struggled to with my other babies.

Please help, any advice would be appreciated.