Why: When Modibodi were preparing to launch their postpartum range, they found the representations of postpartum to be incredibly narrow. The word had been overly medicalised to the point where most of the images you saw when you searched ‘postpartum’ were disheartening photos of scared or frustrated mums. These portrayals, whilst a natural reality for some, did not go far enough to include the experiences of many others.

How: A publicly available image gallery of over 1500 images captured by 28 photographers from 14 countries, who through their own lived experiences offered a real perspective on previously unseen aspects of postpartum life. Through partnering with Getty Images, Modibodi was able to create an enduring space in culture where women could reclaim the word postpartum, and brands, governments and institutions could access the images to continue to do the same.