In 2011 Anne partnered with The Woolmark Company to launch the very latest in Australian Wool Innovation research to address the needs of mothers and babies around the world, and was honored to become an Ambassador for the Australian Merino Wool Board. Anne will be working alongside Woolmark to highlight the health benefits of using pure Australian Merino wool in pregnancy and baby clothing, swaddles and blankets.
For centuries, mothers and carers have been wrapping and swaddling babies in natural fibers to keep them warm and comfortable. Merino wool is the natural fiber of choice, particularly because babies are far more prone to heat loss and heat rises than adults. Maintaining a baby’s skin and body temperature is critical. Merino wool has moisture and temperature management properties, and naturally assists regulation of body temperature. The inherent breathability and active moisture management properties of the fiber also help prevent a baby’s skin from becoming clammy.
‘When Woolmark first approached me to do these images, I thought, what a perfect fit”, said Anne. “We went back through my archives of all of the images I’ve done over the last 30 years, and even I was surprised at how often I’ve used wool before, because it’s just such a natural fit with newborns.’
Rob Langtry, Woolmark’s Chief Marketing Officer explained, ‘Anne Geddes photography is globally recognized for capturing emotion through the inspirations from nature combined with the beauty of an infant or child. We knew that Ms Geddes could create a visual representation for the message behind the Mother and Baby program.’
To cement this partnership Anne created a range of imagery for Woolmark, and will work to create more beautiful imagery in the future featuring 100% pure Australian Merino wool.
Feb 2013: We are so excited to share with you the cover of the 2014 Calendar. Featuring 12 brand new, never before seen images, the Heartfelt Calendar is now available for pre-order on Amazon.com!
