Embodied

To launch Modibodi postpartum range, we wanted to explore the postpartum experience.  The reality of this incredible, exhausting, wonder filled, anxiety provoking period where you create a baby and now you have to look after the tiny human, and yourself! There was no authentic representation of the postpartum experience online or in real life.  Even the word postpartum has been co-opted. Search the word postpartum (latin for after birth) and we are inundated with images of depressed mums and crying babies, or on the flip side, impossibly groomed mums in white linen. 

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We approached Getty Images and partnered with them to create EMBODIED: #PostpartumUnfiltered – a photography collection that celebrates the experiences of 28 women and families, captured by 27 photographers who have had babies themselves, or those who support them. Our Getty photographers spanned 10 countries and created over 1500 assets that were then made available on Getty Images under the search term ‘postpartum’.  So now, brands, governments, social services and anyone can represent this time in a woman’s life with authenticity, humanity and joy.