'Mum's' the word.

A yet-to-be-released campaign for 'The Swaddle' an online health, gender and culture magazine. The campaign seeks to acknowledge a mother as a mash-up of several roles (a mom and beyond), emotions (often contradictory) and identities (myriad and everchanging) - over and above cliched, society-approved ideas of who she is and how she should look, act and feel.


Moms from all across our friend and professional circles were asked to complete the sentance, “I

am a mother and...”. Their qotes were then illustrated with their portraits and connotative symbols. 

Read The Swaddle's articles here

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