DirectorLondon, United Kingdom
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Pip Jamieson
Oli Cole
James Ruth


DirectorLondon, United Kingdom
About me
EMMY DAYAL is half Indian & Irish/English and has been raised in and around a variety of cultures. From friends and family to travel, art and music, Emmy has a constant passion for uniting through diversity. For year’s she has been making outfits for Notting Hill Carnival and has no shame in being called an over-thinker. She has a wild love for Kanye & Rihanna whilst also has a soft spot for American country music. A slight obsession for prison documentaries and a fondness for the mountains, means Emmy, like many others, is made up of and celebrates variety. Emmy graduated from Leeds school of Art, Architecture and Design having studied a conceptual approach to Graphic Design. Since then she has worked within design agencies and fashion houses across London and launched a digital start-up. She most recently launched her own detachable denim jacket brand, which features a number of different handmade designs based on an array of concepts. Her studio is based in Golbourne Road, London and her business YOUPEOPLE has been running for 2 years now, with exciting growth to expand off the current pop up shops into bigger retail stores. She believes in the importance of conversation, so for any questions please reach out
  • Ecomm Test shoot - Space Collection
    Ecomm Test shoot - Space CollectionA brief test of new studio & photographer for initial product shots.
  • Attention Short Series
    Attention Short SeriesAn impromptu content-focused shoot for YOUPEOPLE. Using very candid moments in time between a couple that are neither in a good place or bad. Capturing this stillness and authentic nature was the perfect aesthetic fit for a unapologetic denim brand.
  • Interior -JUSU Brothers
    Interior -JUSU BrothersEmmy was asked to take over the interior dressing, curation & installation for Japanese Health Food restaurant JUSU Brothers in Notting Hill
  • Packaging Design - YOUPEOPLE Pizza Box
    Packaging Design - YOUPEOPLE Pizza BoxAll YOUPEOPLE denim jackets are delivered in a luxe glossy pizza box. Holes are made on one side to thread a rope through for instore purchases rather then delivered pieces.
  • YOUPEOPLE #ArmHer Campaign
    YOUPEOPLE #ArmHer CampaignYOUPEOPLE reached out to a number of women for the month of March 2018, who creatively communicate the vitality of powerful women in all spheres. These women encourage and celebrate, the diversity and variations of all things female. For everything these women continue to stand for and the fight you see in every girl, YOUPEOPLE very easily decided to run this #ArmHer campaign. Where we can can help spread the message of empowerment in a physical form, through the toughness of denim. For the mo
  • YOUPEOPLE Web Design
    YOUPEOPLE Web DesignBespoke web design for the YOUPEOPLE site including a live customisation page. As well as other feature pages specific to the multi faceted brand and ethos.
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Work history
    YOUPEOPLE logo
    YOUPEOPLE logo
    London, United KingdomFull Time
    I am the Founder of YOUPEOPLE & have built this brand over 2 years to have over 40 different designs, global brand awareness, loyal consumers, diverse collaborations, a variety of pop up shops & wholesale interest from retail giants across the globe and a flattering upward trajectory in both financial and brand growth. Singlehandedly building this business required a multi faceted approach to design and my skill sets. I naturally was the Creative Director for all aspects of the brand which led me to take on roles such as shoot directing, visual merchandising, campaign curation, event management, fashion design , sourcing and everything else in between. Becoming a Founder of a new start up, I was, of course, responsible for the commercial elements of the company, from business development, financial projections, budget management, company set up, investment pitching, employment management and much more. Overall this all encompassing role has been the most rewarding in terms of lessons learnt, hands on experience, awareness initiatives as well as the freedom to communicate creatively ---------------- WHAT DO YOUPEOPLE DO? Rebuilding the denim jacket into a detachable contemporary product. For personal collaboration & off-centred inspiration. WHO ARE YOUPEOPLE? YOU PEOPLE is a detachable denim jacket brand created in London by Emmy Dayal. The core of YP is built in the power of variety , escaping conceptions and personal representation. YOUPEOPLE Jackets - ARE ENTIRELY HANDMADE - HAVE DISCREET ZIPS TO DETACH THE COLLAR AND SLEEVES - ARE DESIGNED FROM A UNIQUE STORY OR CONCEPT - SUPPORT A CHARITABLE CAUSE OR AWARENESS INITATIVE - ARE LIMITED TO 5 PIECES PER STYLE - ORIGINATE FROM 100% DENIM - CREATED IN OUR WEST LONDON STUDIO --------------------------- Emmy created YOUPEOPLE to recognise that a singular person does not always have a singular interest, style or mood. Instead we can be seen as a cocktail made up of different quantities of different ingredients. From music, curiosities and cultures, to moods, views and styles. This Multi-version of you should be recognised, enjoyed and facilitated without the limitation of a product or mindset. Therefore, YOUPEOPLE aims to celebrate the ‘Multi-version of YOU’ through a reputable, soulful and a relied upon product across all backgrounds, cultures and trends - The Denim Jacket. By elevating the denim jacket into a detachable contemporary product, YP allows the wearer to interchange the vest, collar & sleeves. Mixing and matching a variety of handmade designs, applications and customisations depending on their mood, trend, style or occasion. With each design based on a multitude of different inspirational sources, the YP jacket provides the wearer with the unique ability to collaborate their ‘love of carnival’ on their collar, with their ‘support for freedom’ on their sleeves and their desire for ‘a Basquiat comeback’ on their vest. Pulling numerous outfits, silhouettes and looks in one personalised finish. As the YP wearer is forever curious, they can continually update and ignite their jacket over the years through the eternal compatibility of the YP zip. Providing constant access to customisations by featured creatives, guest editors and new designs without having to invest in an entire new piece. With an initial diversity of up to 40+ designs to play with, YOUPEOPLE look to keep creating and exploring different concepts for designs. The coming together of a multitude of interests is one YOUPEOPLE are passionate to utilise positively. YP are currently supporting a variety of pressing issues including awareness initiatives for Mental Health through the jacket design BEAUTIFUL BRAINS amongst many others.
    CLICKON Media logo
    CLICKON Media logo
    Global Director of EventsCLICKON Media
     - London, United KingdomFull Time
    Execution of a variety of brand activations via events, production and experiential initiatives. Inserting these initiatives into larger strategies from additional revenue streams to audience acquisition, retention and brand awareness. Responsible for fulfillments of tasks across an array of sectors: - Concept curation. Matching brand values & ensuring a strong application of social, alternative and rebellious aesthetics - Collaboration with designers and contractors to establish off-centre yet authentic visuals. - Sponsorship sales, proposals & pitches to a variety of industries - Direct social media and marketing strategies to deliver optimum results for activations in terms of acquisition, awareness and commercial gain for both clients and CLICKON - Campaign Strategy off-line & on-line - RSVP/ Audience Management - Negotiation and deal structuring with Agents & Artists - Risk assessments and Licensing - Intricate Budgeting - Content StoryBoarding, Editing & Management - Market due diligence - Establishing KPI’s across all areas of the project Intricate reporting systems for all parties Identifying key cultural and seasonal trends across many creative and travel industries Optimise skills, personalities and ideas of my team. Working with our editors to ensure maximum exposure and support from our online presence is fully cohesive with the projects concept and tone. Success in activations led to sponsorship of global series across multiple cities around the world. Constructing numerous budgets to account for market split, sponsorship, distribution and more. Campaign, contract and commercial building of partnerships based on a variety of models. Ensuring beneficial terms for both parties in regards to the social currency of CPM, CPA, CPC. In the companies infancy I would negotiate and highlight joint ventures in terms of partners, industries and cultures.
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  • Creative Direction
  • Visual Merchandising
  • Graphics
  • Design Management
  • Fashion Design
  • Surface Pattern
  • Event Curation
  • Styling
  • Producing
  • Art Direction