Social change advocate and Australian leakproof apparel brand Modibodi have partnered with Getty Images to celebrate the varied bodies, moments and milestones of life postpartum.
The “Postpartum Unfiltered” image gallery depicts women in the 12-month post-birth period. Getty Images’ custom content photographers from around the world captured the raw images to provide a richer perspective on this intense and exhilarating stage in a mother’s life.
The campaign concept was developed by an independent creative agency, Emotive, in collaboration with Modibodi. Venturing beyond simplistic post-birth representations of baby ‘bliss’ or ‘blues’, the gallery shows the diverse emotional and physical realities of new motherhood.
Postpartum life isn’t portrayed widely in media and advertising, at least not authentically in all its highs and lows, exhaustion, isolation, anxiety, hope and joy.
Modibodi founder and CEO, Kristy Chong, said: “When preparing to launch Modibodi’s reusable nappies and postpartum range of leak-proof bras, camisoles and briefs, we found the images available were extremely limited.
“Most postpartum images were disheartening photos of scared or frustrated mums. At the other end of the spectrum were glossy celeb mum and bub snaps. We knew this had to change.
“Modibodi aims to normalise conversations and images around women’s bodies and health, be it periods or incontinence and we’re now doing the same for postpartum life.”
Emotive, art director, Amanda Alegre, said: “By shaking the term ‘postpartum’ free of preconceptions and making visible a more diverse view of this often hidden time in new motherhood, we hoped to foster a deeper understanding of this stage in a woman’s life, for herself and for the people and institutions who support her.”
Svetlana Zhukova, director of custom solutions, at Getty Images, said: “Creating authentic content for such a personal experience is not easy, but we’re glad to support Modibodi through our global Custom Content network of talented creators.
“These photographers tapped into their own families and friends to capture the very real perspectives from this vulnerable part of many women’s lives.
“We are so proud of the results our photographers have delivered for this campaign, which opens the door wide to celebrate the myriad of unfiltered emotions experienced during postpartum that not enough people get to see or are acknowledged in media and advertising.”
