We find out why, in a country famous for championing gender equality, some women are choosing to become stay at home wives and girlfriends.
The social media #softgirl trend is a small but growing minority, who say they don't want the stress of juggling family and work. They want a 'softer' life - with more balance and not having to focus on a career.
And its triggered cultural and political debates across Sweden where feminism has been a part of mainstream politics since the 1950s.
Produced and presented by Maddy Savage
(Image: Vilma Larsson)