I am a final year BA (Hons) Fashion Marketing & Branding student, and came to Nottingham to study but I am from just outside London, where I am looking to further my career. For my final year projects at university, I choose to research entrepreneurship among Generation Z as I have always been fascinated by entrepreneurs and went on to develop a brand from scratch with this target consumer in mind. This piece of work is the prequel to the business idea where I discovered key insights among the world of work in today's ever-changing landscape. I am also fascinated by people's lifestyles which follows into my interest of fashion and lifestyle brands, where I hope to pursue a career in marketing and PR. I really enjoy the interactive and events aspect of PR and marketing, a fast-paced, innovative environment where inspiration is all around; one of the many reasons this is the area I want to further pursue, as I got a taste of this whilst completing a placement year at Hobbs London.