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Sammanfattning: Purpose: This bachelor thesis aims to study how fashion companies in Sweden work with influencer marketing as a tool to strengthen their brand awareness and credibility in social media, and their view on difficulties and risks with the strategy. By investigating the subject we aim to contribute to the knowledge of how companies in the fashion industry can use influencer marketing to strengthen their brand as well as bringing awareness to the challenges with the strategy in conjunction to the strenghts. Our goal is that the findings of this study will contribute to decreasing the lack of information about the challenges and risks with influencer marketing as a digital marketing strategy. Methodology: This study was conducted through a qualitative method. The empirical material was collected through in depth interviews with six respondents at five big fashion companies in Sweden, and the findings act as the foundation of the study. A literature review on previous research on the subject of influencer marketing, digital marketing and social media is presented as the basis of the study. Conclusion: The primary conclusion of this study is that fashion companies in Sweden find influencer marketing to the most effective marketing method available to reach the targeted group and build a strong community and credibility with their customers in order to become a top of mind company, but that they also identify difficulties with the strategy connected to the media noise and climate on social media. The conclusion identifies the experienced dilemma between being seen and marketed in influencers social media channels, and the struggle to stand out in the noise of others using the same marketing strategy. Contributions: This qualitative study contributes to the knowledge of how influencer marketing can be used as a strategy to strengthen brands in social media while also highlighting indented risks and difficulties with the strategy. The in depth interviews have contributed to personal experiences and thoughts from experienced marketers within the fashion industry which bring knowledge to other marketers that work with influencer marketing.