Many individuals experience anxiety before or during flights, making travel stressful. 
To adress this, a conceptual calming pill was developed to provide a sense of relaxation 
through the placebo effect and the association with natural ingredients such as chamomile. 

The campaign focused on safety, control and calmness before flying, positioning the 
product as a simple support tool for a more comfortable travel experience.

Many women face challenges in being seen and taken seriously in professional environments, 
which can affect confidence and self-expression. To adress this, a campaign was developed 
that emphasizes empowerment, strength, and self-assurance in a work context.

The posters showcase confident, professional women styled in H&M’s A/W 2025 collection, 
reinforcing the message that fashion can support identity and confidence in the workplace.

The concept focuses on a clean and refined aesthetic, highlightinga minimalist 
collection with strong attention to detail. The display was designed to enhance 
the garments’ craftsmanship through considered styling, spatial balance, and a 
structured in-store presentation.

The result is a cohesive visual environment that supports the collection’s identity 
while creating a clear and engaging customer experience.

Folded was created as a final project at Forsbergs School and explores fashion as a performance of power, 
status, and identity. Inspired by paper dolls, life-sized garments were placed in a storefront display where 
visitors were invited to step inside and become part of the installation.

By entering the display, the audience shifted from observer to participant, embodying the role of the styled 
figure on display. The body turns into a posed object: styled, observed, and consumed.

Folded reflects on our obsession with image and perfection, questioning how much of ourselves is authentic 
and how much is carefully constructed for the gaze of others. Through the familiar yet unsettling language of 
fashion displays and paper dolls, the project examines the tension between self-expression and performance, 
inviting viewers to consider the roles they inhabit and the identities they present to the world.