Modibodi and Getty Images have teamed up to create a gallery that shows, using extraordinarily diverse female bodies, the cheating and cardboard-free reality of the postpartum, a reality in which stretch marks, rashes and wrinkles abound.
Just as the stock photos with the focus on mental health urgently need updating, the (excessively idyllic) photographs of postpartum reality also need to go through sheet metal and paint. And this is precisely the goal of a new campaign developed in tandem by the underwear brand Modibodi and Getty Images.
As a result of the alliance between Modibodi and Getty Images, a gallery has been born that shows using extraordinarily diverse female bodies lA reality without cheating or postpartum cardboard, a reality in which stretch marks, rashes and wrinkles abound.
This gallery was born from the observation by Modidobi of the scarcity of stock photos that show in a way that authentically and genuinely shows the challenges that women must face during the postpartum period.When her breasts are spitting breast milk at the most untimely moments, her once more or less smooth belly looks extraordinarily hanging and bleeding and problems arise when urinating.
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Precisely for this reason, the Australian brand decided to hang onto Getty Images’ arm to illuminate The galery «Postpartum Unfiltered», through which women of all shapes and colors parade, dealing as best they can with the harsh reality emanating from the postpartum period (which also earns, of course, multiple joys for mothers).
The images will also be incorporated into the Getty Images catalog as of October 1. and anyone can use them for both editorial and commercial purposes.
As part of the Modibodi campaign, it is also encouraging its clients to share their own postpartum photographs through social media with the hashtag #PostpartumUnfiltered.
«We know that spurring social change around the postpartum is a real challenge, but it is also extraordinarily important. The female bodies after childbirth are natural, normal and also beautiful. Why should such a wonderful moment in a woman’s life be hidden or at the expense of stigmas? ”Asks Kristy Chong, founder and CEO of Modibodi.
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