When Lidewij – or Li – Edelkoort started her career as a trend forecaster 45 years ago, people thought her job was “witchcraft”, she says. “Men would be giggling at the end of the room. But I have gained respect,” she says, “because I have been right so many times.”
The Dutch 69-year-old is fashion’s best-known soothsayer, a woman who has spent more than four decades helping brands, including Prada, Zara and Coca-Cola, to anticipate customer desire. She is also the dean of hybrid design studies for the prestigious New York fashion college Parsons School of Design, a curator (one recent exhibition was an installation in Tokyo in which Google devices were placed among artisanal homeware), and a regular on “most influential people” lists in fashion and design.
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