a book of over 70 post-natal bodies and inviting us to make our own judgments.
The photos make no attempt to hide all the physical effects of childbirth - the scars, stretch marks, wrinkles and knobby bits that are usually seen as unattractive and to be kept out of sight. There's no airbrushing or photoshopping or touching-up of any kind, just the honest reality of what a new mum may actually look like.
"So many people tell me, oh, I've never seen a body like that," says the photographer, Jade Beall of Tucson, Arizona. "I want people not to have to react as, you're gross, but instead, oh, that's a woman who is incredibly human, or that's a woman who has scars and lines with stories to tell. My goal is to help these mothers feel worthy of being called beautiful."
Most of the women who took part were deeply self-conscious of their bodies and reluctant to display them, but they took the plunge and agreed to be photographed.
Both men and women have pointed out that they're unprepared for the physical changes to a new mother's body precisely because they're always hidden from the public gaze. The sudden appearance of unexpected "blemishes" that go against media images of female beauty can be shocking and upsetting only because people don't know they're commonplace and normal.
Not everyone thinks the book is a good idea though. Sociologist Meredith Nash thinks it's quite natural to be horrified at your new stretch marks or scars and the book may simply pressurise women to feel good about something that isn't good at all.
"I don't think there is anything wrong with women feeling upset about the fact that they have stretch marks, because culture tells them they are ugly. There is a reason women feel upset about the way they look."
Maybe initial upset is natural, but surely it's right to challenge that reaction and ask why women are so mortified about their changing bodies? Why this endless pretence that women's bodies are always perfect and flawless when we all know the reality is something more wayward - and more interesting?