It is not possible to see the reality of postpartum life and the images of it in our minds as a whole.
Modibodi, an Australian brand of leakproof clothing, and Getty Images have launched a new campaign that shows what life is like in the 12 months after birth.
Photographers from Getty around the globe took portraits of mothers within the first year after giving birth to create 'Embodied: Postpartum unfiltered' gallery.
Credit: MODIBODI / GETTY IMAGES
Credit: MODIBODI / GETTY IMAGES
This campaign seeks to change the way we see postpartum life, beyond the stereotypes of 'baby bliss' and 'baby blues. The photos instead show new mothers and their babies in the emotional and physical realities of this time.
Kristy Chong, modibodi's founder and CEO, stated that Modibodi was limited in the number of images available when it launched a new postpartum range, including reusable nappies, leak-proof briefs, camisoles and bras.
"Most postpartum photos were depressing photos of moms who are scared or frustrated. She says that there was also a glamorous celeb mom and bub snaps. "We knew that this had to change."
Credit: MODIBODI / GETTY IMAGES
Credit: MODIBODI / GETTY IMAGES
This image gallery features more than 1,500 photos from 27 photographers around the globe. Svetlana Ziukova, director for custom solutions at Getty Images says that the photographers "tapped into the very real perspectives of this vulnerable part in many women's lives to capture them."
You can access the images on gettyimages.com by entering keywords such as 'postpartum', 'embodied', and 'unfiltered' starting Oct. 1, 2021.
Images of postpartum experiences are licensed by media organizations, businesses, and brands.
Credit: modibodi / getty images
Chong claims that media and advertising don't portray postpartum life authentically, particularly the highpoints or lowpoints, tiredness, loneliness and anxiety.
Chong says that she has had four different postpartum experiences. Chong says that among the intense feelings of joy and limitless love, there was a feeling that I had to keep the difficult parts, such as loneliness, cracked nupples, postpartum blood, exhaustion and bladder leaks, a secret.
Credit: modibodi / getty images
Although it is not an easy experience for all mothers, breastfeeding in public was difficult for me. Although the public was becoming more comfortable with breastfeeding, Chong says that my attitude changed. "I had been told all my life to cover my breasts and they are private."
"It was difficult for me to get my brain to relax and feel comfortable about breastfeeding in public. Instead, I would struggle to use these wraps to cover my bub and my bub would feel tension and not eat very well.
As part of the campaign, Modibodi wants parents from around the world to share their own postpartum images on social media using the #PostpartumUnfiltered hashtag.
