In an industry often defined by who you know, how many followers you have, or where you are from, the idea of simply being welcomed as you are can feel quietly radical.
For many emerging creatives, the media industry is synonymous with closed doors and unspoken hierarchies, and it’s filled with spaces where access is earned through clout, connections or confidence that has not yet had time to grow.
It is this culture of intimidation and transaction that As You Are (AYA), a London-based creative network, has set out to challenge.
Co-Founded by Erin Foley and Cheri, AYA exists to bridge the gap between emerging and established creatives, not through competition or performance, but through genuine connection, collaboration, and community.
At its core is a simple but powerful belief: that creativity thrives best when people are valued for who they are, not what they can offer.
From transaction to connection
For Erin Foley, AYA was born directly from her early experiences navigating the creative industry.
Alongside her work as a freelance video editor and content creator, she quickly became aware of how transactional creative spaces could feel and how relationships are pursued for status, influence, or perceived value rather than authenticity.
“It quickly became apparent how transactional the industry could be,” she explains. “Relationships were often pursued based on clout or perceived value, rather than a genuine desire for connection. That felt especially ironic in the midst of a growing loneliness epidemic among young people.”
It was during a passion project collaboration that Erin met her co-founder, Cheri; it was a meeting that would shape the foundation of AYA.
Bonding through shared creativity and faith, the two recognised a mutual longing for something deeper than surface-level exchange.
“We envisioned a space where no one is placed on a pedestal and where worth is not measured by influence, reach or resume,” Erin says, “At AYA, emerging and established creatives are welcomed and valued equally. Status holds no weight here.”
This ethos extends into every corner of the community. Even the industry professionals invited to lead workshops are never positioned above members. Instead, AYA operates on mutual respect, shared learning, and the belief that everyone has something valuable to contribute.
Building a bridge, not a ladder
While many creative communities are formed around people at similar career stages, AYA intentionally disrupts this structure. By bringing the emerging and established creatives into the same space, it creates a two-way exchange that benefits both sides.
“Established creatives are able to share insight, guidance and real opportunities,” Erin explains, “while emerging creatives gain hands-on experience, build their portfolios and grow in confidence.”
This exchange often plays out organically within AYA’s active group chat, where members regularly share casting calls, job leads, and opportunities.
In some cases, established creatives invite emerging members to shadow or assist on projects, easing their workload while nurturing the next generation.
The bridge also extends beyond individuals to brands. Through AYA, Erin and Cheri leverage relationships built in their own careers to create access to the wider community. Partnerships with brands such as Wingstop have allowed members to work on credible projects that might otherwise feel out of reach.
“In this way,” Erin says, “AYA actively functions as a bridge between emerging and established creatives, turning access into shared opportunity.”
Reclaiming space in an exclusive industry
The creative industries’ reputation for exclusivity is not lost on AYA. In fact, it is one of the very structures the community seeks to dismantle.
“We have been committed to unlearning the idea that creative spaces are only accessible to a certain ‘type’ of person, often defined by social following, family connections, or postcode.”
One of the clearest examples of this disruption came during London Fashion Week, an event long perceived as invite-only and reserved for industry insiders.
Rather than accepting these barriers, AYA took a guerrilla-style approach, placing its community front row at multiple shows, visibly unified by AYA badges.
“It was about reclaiming space. Making a statement that we belong there too,” Erin explains.
AYA’s commitment to access continued through Gallery Archive, a community-powered, multi-room takeover blending fashion, music, and collective culture.
The free-to-attend event spotlighted emerging designers and brands from within the AYA community, allowing creatives to showcase and sell their work while forming genuine connections.
“At its core,” Erin says, “Gallery Archive embodied what AYA stands for: creativity without hierarchy, access without gatekeeping, and a belief that fashion and creative expression as a whole should be for everyone.”
Collaboration over competition
In an industry that often thrives on comparison, collaboration is central to AYA’s mission. But this is not something the community merely encourages. It’s something Erin and Cheri actively model.
“Instead of viewing other creative communities as competition, we approach them as partners. We believe we are unified in a shared mission to create more access, support, and opportunity within the creative industry.”
AYA has built strong relationships with other communities that share similar values, reinforcing the idea that there is space for everyone to exist and grow. This mindset filters into the culture of AYA itself, where credit is shared, and success is celebrated collectively.
“People aren’t competing to outshine one another. They are working together to elevate the community,” Erin reflects.
Redefining Success
Success, within AYA, is not measured by job titles, income, or how linear a creative journey appears.
“For us, success looks like growth and alignment. It’s about people gaining confidence in their craft, clarity in their direction, and the courage to pursue creativity in a way that aligns with their values.”
For some members, this may mean building a full-time creative career. For others, it may look like balancing creativity alongside another profession or simply having the freedom to explore without pressure.
Just as important is the sense of connection, no longer feeling isolated in the creative process.
“When someone feels seen and empowered to show up as themselves, that in itself is a win.”
Increasing beyond language
In an era where inclusivity is often used as a marketing buzzword, AYA is intentional about embedding its values into action rather than language.
“Inclusivity for us isn’t a marketing angle,” Erin says, “It’s built into how AYA operates day-to-day.”
This includes hosting low-cost or free events, removing exclusivity criteria, and prioritising access, from who gets a seat in the room to who receives opportunities and visibility.
Representation is also central, with creatives from diverse backgrounds, disciplines, and career stages being consistently spotlighted.
“Most importantly, inclusivity is upheld through culture. We listen, adapt, and stay open to learning.”
Growing without losing intimacy
As AYA continues to grow, they now have more than 1,500 followers and well over 600 members in its group chat, as a result, maintaining intimacy has become both a challenge and a priority.
“In the early days, we knew everyone by name. As we have grown, we have had to be intentional about adapting rather than ignoring that shift,” Erin explains.
Currently run entirely by Erin and Cheri, AYA is preparing for sustainable growth by planning to expand the team with individuals aligned to its values.
In the meantime, the community balances large scale events with smaller, niche focused gatherings, such as its 101-workshop series, which centres on specific creative disciplines.
“Protecting AYAs’ values isn’t about staying small. It’s about staying intentional,” Erins said.
Supporting the human behind the work
Beyond professional development, AYA is deeply conscious of the emotional demands of creative careers. From rejection and imposter syndrome to burnout.
“We normalise conversations around self-doubt and uncertainty. There is so much power in realising you are not alone,” Erin explains.
By fostering openers and shared understanding, AYA creates a support network for creatives whose struggles may not be understood outside the industry.
Looking ahead, Erin shares that new initiatives focused on wellbeing and rest are in development, recognising that longevity in creativity depends on care as much as ambition.
A future rooted in belonging
When asked what she hopes people will say about AYA in five years’ time, Erin’s answer centres on belonging: “I hope they say AYA gave them confidence, true friendships, and a sense of home,” she says, “That it helped them show up as their authentic selves and thrives on their own terms.”
Her favourite memory so far, a 2025 London Fashion Week collaboration with more than 500 attendees, reinforced that vision. Watching the community dance, connect, and celebrate without hesitation, Erin saw what AYA could become.
“People felt free,” she recalls, “That’s when I knew we has created something special.”
As AYA looks toward expanding beyond London and growing its team, its mission remains unchanged: to be a space where creatives are welcomed exactly as they are.
No hierarchy, no patience, no gatekeeping.
For those who feel they are ‘not enough yet’, Erin offers a simple reminder, “You belong here simply because you exist and you create.”
In an industry that so often forgets that truth, AYA stands as proof that community, when built with intention, can be revolutionary.
Feature image by @asb.films via Instagram.