Fresh 48, The Newborn Photography Trend That's Seeing A Boom

Scaly skin – check. Pointy head – check. Scrawny limbs – check.

These are the least glamorous and less-than-perfect scenes that come with the arrival of a new baby. But a growing number of parents are asking and paying for such shots.

There is even a term for it – Fresh 48.

This new trend emerging in the realm of newborn photography focuses on capturing a newborn’s life within the first 48 hours of birth. In a world filled with polished images, these raw snapshots capture the intimate moments and emotions that unfold in those early hours.

Unlike lifestyle photography, which is about taking artistic pictures of people in everyday situations, special moments or important events, Fresh 48 photography focuses on capturing the unique setting of a hospital environment.

Photographers zoom in on details such as hospital blankets, ward features, identification tags, plastic bassinets, special birthmarks, forceps marks on a child’s skull and more that are part of the newborn’s first hours.

Mr Meerav Vijay Chandra and his wife, Madam Yuka Takahashi, both 42, decided to engage a professional to capture the birth of their twin daughters in July 2023. The couple are Singapore permanent residents and work in sales and marketing.

“We had no expectations. We were very excited. The experience was surreal, mostly because the session was unscripted and unposed,” he says.

“The twins were fresh from the oven and were adorable when placed side by side in one bassinet. My wife was a little tired post-delivery. Regardless, you can’t reverse time and go back to those moments once you’ve been discharged. They’re not glamorous, but they’re incredibly meaningful.”

In recent years, especially after the Covid-19 pandemic, photographers have been asked to document moments that parents are likely to forget, including times when they felt vulnerable and emotional. 

Over the past six years, the number of clients requesting Fresh 48 photography has surged, according to local photography companies which provide the service. Four companies The Straits Times interviewed say the average has risen from about four requests a year to approximately two a month.

Madam Yuyeth Fernandez, 41, co-owner of Bows and Ribbons Photography, highlights how Covid-19 restrictions led to a heightened desire to “capture more of life’s fleeting moments”, adding more significance to Fresh 48 photos. 

During that time, due to visitor restrictions, many husbands were unable to be at the deliveries of their children. Couples who wanted to remember their long or challenging journeys towards parenthood were disappointed that they could not have maternity photo shoots or such lifestyle newborn sessions, she says.

Madam Ang Bee Ting, 34, owner of Hatchday Photography, says: “Fresh 48 sessions allow me to document the raw, unfiltered moments that often get overlooked in traditional newborn shoots. The look of a baby can change very fast – sometimes from day to day. Parents appreciate the honesty and sacredness of specific moments that these Fresh 48 photos bring.”

Mr Ryan Goh, 40, owner of Orange Studios, initially did not realise that professional photos could be taken in the hospital ward post-birth. He later discovered the Fresh 48 trend, which has been around in Western countries such as the United States and Australia for years. 

In Singapore, Fresh 48 shoots typically start after the child is born and the mother is back in the ward. These shoots, which span at least 45 minutes, take place with nurses, lactation consultants, paediatricians and occasional visitors in the background.

Parents should inform the ward about the scheduled shoots to ensure they do not interfere with medical procedures or care routines. The photographer should also follow hospital guidelines and health and safety protocols to ensure a safe and respectful environment.

Ms Fion Boon, 44, who owns Fion Boon Photography, says: “I do pre-session consultations for my photo shoots so that clients are aware about what to prepare and expect, and understand how each session will unfold on the actual day. During the photo shoot, I interact with customers to make them feel at ease with me.”

Fresh 48 sessions in Singapore cost from about $450 to $700, depending on the duration and type of package, among other things.

In some instances like an unforeseen death or if the baby is admitted to intensive care, sessions are either cancelled with a full refund or rescheduled to another date with a different photography package.

The trend has gained traction on social media platforms like Instagram, where parents proudly share these candid snapshots of their newborns, using hashtags such as #fresh48. 

“These photos capture the realness of those first hours – the joy, the exhaustion, the tiny details that fade so quickly,” says Ms Sheena Quek, 36, a new mother who recently had such a shoot. She is married to software engineer Daniel Chua, also 36.

Ms Quek, who works in the banking industry, wanted “more raw and natural photos” and “didn’t want to obsess over trying to capture the perfect shots ourselves”.

“With a photographer, the burden is lifted off our shoulders and both of us could be in the pictures together with our newborn. I used the pictures to announce my son’s arrival and on the one-month party invites as well.”

Madam Lilin Lee, 34, sought a unique experience when her third child was born at the end of 2022 and says the Fresh 48 shoot was worth the investment. 

The trading support manager, who is married to accounts manager Goh Bang Hao, 34, adds: “When we were younger, we didn’t consider spending much on photography. Now, as a sentimental person influenced by my father’s love for capturing memories, I see the value in preserving and reminiscing about such moments, especially with family. Money cannot buy such moments.”

To some parents such as Madam Arathi Manamohan, the importance of capturing these moments outweighs the cost. She knows the images will be of better quality with a professional camera.

The 35-year-old mother of a one-year-old boy says: “I chose Fresh 48 to include my husband and my father, who is one of my son’s caregivers, and to commemorate that moment as our family. My mother passed away when I was nine and I wish my parents had taken more pictures.” 

The housewife, who is married to maintenance executive Vinodan, 35, notes a shift in parental mindset over time. She says: “In the past, parents in the West often captured such moments, even in home videos. However, for Asians, it wasn’t common. Parents didn’t typically document these moments.” 

This article was originally published on The Straits Times.