In October 2017, the Nordic Museum in Stockholm launched its #metoo collection. The aim was to capture the viral #MeToo campaign that in Sweden has been likened to a (feminist) revolution. Based on archival research, interviews and media analysis, this article explores public submissions to the #metoo collection and analyses the museum's rationale for collecting what is considered to be difficult cultural heritage. Noting the absence of images in the collection, the article argues that the iconic hashtag #MeToo constitutes an alternative form of digital visuality, here termed hashtag visuality. Hashtag visuality, the article suggests, is an emerging form of visual representation that captures the multimodal logic of social media, blurring distinctions between texts and images. In Sweden, #MeToo hashtag visuality reveals the contradictory prevalence of structural sexism and sexual violence in a country with a national self-image of gender equality and a self-proclaimed feminist government, while affirming feminist agency. KEYWORDS Digital cultural heritage; feminist agency; online testimonies; sexual violence; viral campaign Introduction: #MeToo Demonstrations and the Nordic Museum Collection 1 Felicia's left arm was in a cast, an injury resulting from her bodily reaction to what she considered to be a man's offensive behaviour. A few days earlier she had been sitting in her office when she saw a man outside the window, urinating against the glass. 'I just had enough, I did not want to see his penis, what gave him the right to such public exposure!' she recalled. She had walked up to the window, banging hard on it to alert the man. Unfortunately, the glass shattered and Felicia's arm got injured. She was now on sick leave, she explained when we met for an interview on 15 November 2017. Despite her injury, Felicia was lugging around a heavy backpack, with a laptop