The Power of Flower

Interflora wanted to initiate a project for women on International Women’s Day that simultaneously showcased the skills of their florists. At International Women’s Day, we used the power of flowers and the craftsmanship of florists to shine a light on women. This was not only to celebrate women but also to highlight the unequal representation of women and men in public spaces. Only about ten percent of Sweden's statues depict named women—something that shapes our worldview, especially for our children. We want to contribute to change. Across Sweden, female statues were adorned with flowers to highlight inequality. This has become an annual initiative since then, with the ultimate goal of erecting a new statue of a woman.