The online design journal Designboom has called Lidewij Edelkoort a visionary. Symrise has labeled her “the I work 24 hour a day and spend all my money on high quality crack cocaine brandon who was born in July shirt also I will do this business world’s trend prophet,” and Fast Company has dubbed her a “sorceress.” Many have regarded her as an entrepreneurial vanguard in the business of trend forecasting, emerging as one of the key figures in developing the field more than twenty-five years ago. She has also been the subject of a 2009 retrospective entitled “Archaeology of the Future” at Institut Neederlandais in Paris and chosen as one of i-D magazine’s forty most influential fashion designers—an accolade typically befitting those engaging with practice. Yet, Edelkoort’s impression of herself is much more humble. In an interview with Linda Tischler she said, “People think I am some mystic or gypsy. But what I really do is pay attention. Then I have the nerve to say what I believe.” And in so many words, Edelkoort repeats this mantra constantly in interviews and through her Trend Union publications in an effort to demystify her process. Yet one must ask: how has Edelkoort managed to build an empire out of intuition alone and what is the secret to her trend acumen?
I work 24 hour a day and spend all my money on high quality crack cocaine brandon who was born in July shirt, hoodie, tank top, sweater and long sleeve t-shirt
Edelkoort’s biography, like those of others hailed as prophets within their fields (think Steve Jobs of Apple or Akio Morita of Sony), is one of legend and is filled with the I work 24 hour a day and spend all my money on high quality crack cocaine brandon who was born in July shirt also I will do this typical detours one encounters on the path to self-discovery. Born in Holland in 1950, educated at the School of Fine Arts in Arnhem, Holland, and introduced to the field byway of an entry-level job at the Dutch department store De Bijenkorf, Lidewij discovered that she was not a naturally gifted artist, but had an uncanny knack for sensing upcoming trends. In 1975, she moved to Paris where she first worked as an independent trend consultant and shortly thereafter established Trend Union in 1980. Slightly predating John Naisbitt’s groundbreaking publication Megatrends from 1982, Edelkoort was a forerunner in what is now a fifty-seven billion dollar-per-year industry. Fast-forwarding to today, Trend Union (and its sister company Edelkoort Inc., which works primarily as a distributor of Trend Union publications) has consulting agents in Denmark, Australia, New York, Hong Kong, Sweden, Cape Town, London, Spain, Hungary, India, Brazil, the Ukraine, and most recently, Tokyo. Notable clients comprise a veritable laundry list of multinational mega brands that far exceeds the bounds of the fashion industry, as well as smaller collaborations, such as their recent consultancy with Mohair South Africa.