As a final year fashion marketing student I've completed numerous projects over the course of my studies. Throughout the projects I have aimed to maintain a certain pattern within what I choose to research and write about. The pattern consisting of different Swedish brands and concepts including Toteme,  Soft Goat and the concept of Lagom as a lifestyle. After careful consideration I have narrowed it down to four main projects. First being Major project which essentially combines a variety of perspectives of some of my previous work as well as the beginning stages of the personal brand I created. Following by the Toteme sip and sew event, not only a dive into the brand but also ways in which it can grow innovatively. The third project aimed to create a social media campaign for Soft Goat. While following it's usual pattern of marketing all whilst introducing new and improved methods to help the brand grow. and finally "Embracing the Lagom way of Life" which explores a vital aspect of the Swedish culture but from a lifestyle perspective. Overall I have aimed and succeeded in up keeping the blend of my love for fashion with my culture.