Sara Danius (1962-2019) was a professor, author, feminist, and the first woman to lead the Swedish Academy. She turned the pussy-bow blouse into a global statement piece, demonstrating how clothing can communicate. Danius also left behind an incredible fashion wardrobe of shoes and garments. From this collection of iconic fashion pieces, an idea was born: To let the clothes continue to communicate – and become a tool to create economic opportunities for a new generation of female academics.
Together with Sara Danius' family and the circular marketplace Tradera, the campaign "Modet Lever Vidare" (Fashion Lives On) was created. It was as much a declaration of love for fashion as it was a tribute to the fashion of Sara Danius and other women in a male-dominated academic world.
- The clothes were auctioned off to raise money for the Sara Danius Memorial Fund, with the aim of supporting pioneering female academics.
- Before the garments found new homes, they were worn again in a portrait series featuring seven prominent female academics, to highlight their unique stories and celebrate their courage.
- The clothes, portraits, and stories were also turned into an exhibition at Sven-Harry's Art Museum in Stockholm and shared on social media.
Results
In earned media across Sweden, there was widespread discussion about Sara Danius, the auctions, the exhibition, and female academics. The initiative received attention in nearly 300 press clippings, including TV segments, radio broadcasts, and newspaper articles. Through a total of 115 auctions on Tradera, 12,000 bids were placed, ultimately generating a total sum of almost one million SEK. These funds will go to future female pioneers in essay writing, criticism, humanities research, journalism, and artistic endeavors.
