We remember Sara Danius as an icon who broke through the glass ceiling in a male-dominated world of academia. She was a brave professor, author, feminist, and the first woman to lead the Swedish Academy, inspiring many with her words and actions. She demonstrated how clothing can be used as a means of communication, particularly during the #metoo movement. After her passing, Danius's family wanted to give her clothes new life, allowing them to continue to communicate and inspire others. Together with Tradera, they created the charitable initiative "Bravery Lives On," in which Danius's clothing was worn by distinguished female academics to celebrate their bravery and inspire young women to follow their own paths, just as Danius did. The clothes, along with portraits and stories of the academics, were exhibited at the Sven-Harrys Art Museum in Stockholm and later auctioned off for charity.

The initiative garnered over 292 articles with a earned media reach of over 62 million ELLE featured an 8-page spread on the initiative, including interviews with the academics. Most importantly, the initiative raised over 800,000 SEK for a fund that supports young women aspiring to careers in academia.

Client lead: Seán Canning
Project leader: Agnes Ahlqvist
Art director: Sofia Skogquist
Creative intern: Isabella Stolt
Copywriter: Niklas Adamsson
Creative Director: Axel Bringel
Photographer: Angelina Bergenwall/Badland