Modibodi and Getty Images Celebrate the Postpartum Body

    By Asia Ad Junkie - Sep 7, 2021
    Modibodi and Getty Images Celebrate the Postpartum Body

    Social change advocate and Australian leakproof apparel brand Modibodi has partnered with Getty Images and independent creative agency Emotive, 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.

    Venturing beyond simplistic post-birth representations of baby ‘bliss’ or ‘blues’, the gallery shows the diverse emotional and physical realities of new motherhood.


    “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,” said Kristy Chong, founder and CEO, Modibodi.

    “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.”


    “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,” said Amanda Alegre, art director, Emotive.

    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 aims to normalize conversations and images around women’s bodies and health, be it periods or incontinence and we’re now doing the same for postpartum life,” said Chong.

    According to a release, Getty Images continues to see increasing demand for the authentic depiction of women in media and advertising. Its Visual GPS research shows that 68 percent of people in Australia and New Zealand say it’s important to them that the companies they purchase from celebrate diversity of all kinds, and represent a lifestyle like theirs in its visual communications.

    “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,” said Svetlana Zhukova, director of custom solutions, at Getty Images.

    “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.”

    Getty Images provides visual content for many of the brands and institutions that connect with new mums every day.

    “We want women to feel prepared, seen, understood, and proud of their postpartum journey – whatever it looks like – by showing unfiltered images which acknowledge the tough times and the triumphs of this significant stage of motherhood,” added Chong.


    Brand: Modibodi
    CEO & Founder: Kristy Chong
    CMO: Liana Lorenzato
    Brand/Creative Lead: Frankie Presser
    Creative & Art Direction and execution: Modibodi In House Creative team
    PR: The IMPACT Agency
    Original Ideation and creative strategy- Emotive
    Creative Agency: Emotive
    Head of Strategy & Managing Partner: Michael Hogg
    Art Director: Amanda Alegre
    Strategy Director: Anna-Claire Clendon
    Creative Director: Tiara Valder
    Business Director: Monika Vidovic
    Executive Producer: Katrina Maw

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