Emma Bäcklund - Co.founder and Owner of U&I Label
Over the past decade, I have dedicated myself to building my own fashion brand, U&I Label. U&I was born from the motivation to educate and motivate women to maintain a sustainable wardrobe while uniting women to create positive social change. By founding and running my own business I can demonstrate experience in building a brand with a powerful message, a unique tone of voice, easy to recognise visual identity and collections.
Dedicated to Ocean Dwellers
With each stitch inspired by the power of the ocean, our mission is to create women’s surf culture, promote slow fashion, and protect our planet. By helping reduce the environmental impact of wardrobes, our goal is to unite water women across the globe to protect our coastal playgrounds and start conversations both in and out of the water to create positive change.
Produced in limited runs, all our pieces are sustainably and ethically made, using 100% regenerated nylon for our swim, and deadstock fabrics for our apparel.
As the Creative & Community Director my role is:
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Development and implementation of a marketing and communications strategic plans, including multi-channel content strategies.
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Developing briefs and working closely and collaboratively with fashion designers, stylists and content producers.
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Art Direct and produce high-quality still and video content in and out of the water.
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Negotiate talent contracts, interview and work closely with influential women in the global surf community to create engaging content.
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Leading the team consisting of a fashion designer, graphic designer, interns and other project based consultants.
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Plan, brief and style all studio shoots on model as well as flat-lays.
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Pitch stories and new collection releases with track record of articles in White Horses Magazine, Frankie Magazine and Monster Children Magazine.
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Write copy in line with brand messaging priorities for newsletters, socials and write blog posts.
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Manage effective owned media channels including socials and website.
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Manage charity/not-for-profits partnerships, community engagement programs and sustainability initiatives. Currently in partnership with Surfers For Climate.
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Plan and run events such as collection launches in combination with art exhibitions/live music/magazine launches/movie premiers and running community events such as women’s surf and free-diving days on the Surf Coast.