Exhibition "Not fit for Marketing – Female Farmers Beyond the Idyll"

Courage to write history – from history to HERstory Gmunden takes on a special role in the communale oö 2026 program: the transition from history to HERstory. Women are brought out of the "blind spot" of male-dominated historiography through a conscious reinterpretation, with their deeds, experiences, and contributions moved to center stage — aspects that were often missing in traditional accounts and continue to be absent today.

Exhibition "Not fit for Marketing" On display are photographic works about female farmers and rural worlds of life beyond classic advertising and image clichés. The focus is on perspectives that don't smooth things over but really look. The starting point is a call to female photographers to open their archives: the search was for images that were sorted out, overlooked, or never published — because they were too imperfect, too unpromotional, too honest, or simply not suitable for media and marketing.

"Not fit for Marketing" directs the female gaze onto what lies between staging and reality — and asks which images of female farmers become visible when they don't have to perform. And which ones are we still missing today?

In cooperation with communale oö and the city of Gmunden. The project is supported by LEADER-Traunsteinregion.