Founder and CEO at Load Creatives, Betina Ask, has a long list of involvements in the Danish fashion industry, from blogger and copywriter to PR and Marketing Manager for major brands, before turning entrepreneur as creative consultant. We have caught up with Betina to ask her about fulfilling others’ creative visions and finding her own path in the fashion industry.
How and when did your passion for fashion start?
My interest in fashion started already in my early childhood. I had very specific opinions when it came to my style, and I believe I dressed myself even when I was only in Kindergarden. I also used to draw all the time, and my creativity has therefore been very much expressed since before I can remember. Because I spent a greater part of my childhood competing in dance tournaments, I would combine my passions by drawing and designing my own costumes and outfits for various shows.
What do you know now that you wish you had known before starting your own business?
That my worth as a human is not measured by my career. I’ve always thought of my job as something that defined me, and not something I had - which in some ways can be a strong, motivating factor for hard work, but it can also wear you out mentally, which was an experience I didn’t expect to have.
Because I work with something I love, it can be difficult to think of it “as a job”, but it’s important for my inner peace to realize that even though I’ve created something, it doesn’t mean that it becomes me. I have to show up 110% at work, but then still remember to define myself outside of my career - and most importantly value myself regardless of what goes on at the office.
Can you tell us a little more about LOAD Creatives?
Yes! LOAD Creatives is a creative, digital Marketing Agency working within fashion, beauty and lifestyle. We specialize in all areas of Social Media Management, Digital PR and Content Creation to help brands optimize their overall online influence.
We serve as an extended arm for our brands’ marketing departments and will often full-time manage their social media accounts and influencer collaborations. Furthermore, we work project-based within photoshoot production, press event planning, creative collaborations, launches etc.
How do you experience working as a consultant with others’ visions for their brands compared to working as an in-house employee?
I love working as a consultant, as I get to work with a lot of different people! Every time I sit down with a client, it’s a new universe, a new vision and that inspires me a lot. It challenges my creativity to constantly shift my mindset from one client to the next, and it ensures that I never ‘get tired’ of doing the same thing over and over again. However, I will say that working in-house is something I would highly recommend everyone. The experience I have from working as an in-house PR and Marketing Manager has given me so much knowledge as to how a company works internally! Understanding how the value chain works, and in what ways the different departments depend on each other is of immense value to me when working with clients now.
How do you see the fashion scene change in the coming years, and what will LOAD Creatives’ part be?
I think the fashion scene is changing for the better, and it’s been a work in progress for the past many years. The days of mass producing and solely focusing on the commercial aspects are over, and fashion brands today need to take a conscious standpoint in order to stay relevant. Whether that be to produce sustainable, to take political action or in other ways ‘to make a change’ - they have to focus on the value-driven aspect of their business. At LOAD we’re now (more than ever) working with clients on their communication as well as creative campaigns/projects/collaborations that go beyond just selling a piece of clothing. We’re thrilled to be a part of some very meaningful upcoming projects on behalf of clients, who dare to take a stand and to use their voice for the better.
Is there anything else that you are passionate about at the moment?
I’m very passionate about how the mind works (especially the subconscious mind), and how to constantly improve overall mental health and wellbeing. I almost always read books, listen to podcasts or watch documentaries about this topic when I’m not working, as it’s so fascinating to me, and something I benefit a lot from on the daily myself.
Some day (if I have the time) I’d love to turn this passion into something more, to hopefully be able to make a difference for people, especially younger girls, who struggle with self-love, finding motivation or believing in themselves.
Passion; also known as dedication, as hunger, it is the desire to destroy oneself for one’s art. To tear down, move, or start over in order to rebuild and expand. The feeling of not being able to let go. It is a human condition that most are bound by.
Even though we are JUST human, JUST women, JUST female, we all have that drive that makes us ‘more than’. It is what makes us-, our stories-, and our creations unique. From a job, to a child, to a hobby gone wild, we, and you, are more than JUST female. We have gathered some of the most inspiring Danish women that we know for a talk about passion, creativity, and the balance between worklife and homelife.
Let their inspiring stories, trials and errors be a reminder that we all can struggle, we can fail, but something will always have us return to that same place of passion. And maybe the point is not necessarily to succeed, but to have given it your all, and grown in the process.
Tell us about your passion, struggle, and successes!