When fashion meets feminism

Keeping true to its empowerment ethos, Max Mara translated the tales of feminist icons onto the runway for its Resort 2024 collection

When you mention Sweden, most people instantly think of IKEA, ABBA, Volvos, Vikings and Alexander Skarsgård (or is the latter just me?). But this mythical, magical country, flanked by Norway and Finland, has produced some of the world’s great cultural signposts, from dark fairytales and epic folkloric novels to clean Scandi design and the catchiest pop tunes in history.

What people also mightn’t know is that Sweden is one of the leaders in the concept of female empowerment. Viking women often fought alongside the men, 17th century leader Queen Christina became a feminist icon for her progressive views, and Selma Lagerlöf was the first woman to win the Nobel Prize for Literature. Today, Sweden continues its feminist tradition by consistently placing near the top of the Global Gender Equality ranking, meaning it’s officially the one of best places in the world for women in terms of pay parity, health benefits and leadership opportunities.

It’s no coincidence then that Max Mara – a powerhouse fashion brand known for its empowerment messaging by creating “real clothes for real women” – selected Sweden’s capital as the location for its exquisite Resort 2024 collection.