We have nowadays a fairly good understanding of the mechanisms underlying plant reproduction. However, how do we explain why plant reproduction evolved to work the way it does, with an immense range of reproductive strategies across clades? As humans, we intuitively found evolutionary narratives to explain animal reproduction, such as sexual selection or sexual conflict. But to which extent can we apply these concepts to explain reproductive processes in plants? The research in our group revolves around this question. In this seminar, I will present our work testing whether sexual selection or conflict can explain the natural variation observed in specific sexual traits, such as pollen & endosperm development, and more general floral traits.