On the 9th of March one of the world’s most famous (and Dutch) trend forecasters Lidewij Edelkoort will give a breakfast seminar about Activewear. Activewear is a forecast specific to the sport’s fashion market, which also gives inspiration for customer identities, silhouettes and accessories.
‘When we consider the two disciplines of sport and art, it is no wonder they are attracted to each other. In essence the work of an artist needs as much concentration, perseverance, training and hardship, mixed with a bit of luck as the career of an Olympic sports hero. In both cases the ultimate arena is difficult to reach; the podium the holy grail. To stimulate the spirit the goals are set beyond reach. The message of higher goals is extremely dominant in this cultural catalogue where artists from all over the world pick active sports as a source of inspiration in colour choices, stripes and patterns, material research and subject matter. It shows how the two domains of art and sport can grow together and become a new hybrid, lending aesthetic keys and notions of social change from each other. Today young football players are trained together with young dancers, to teach the sportsmen grace and lightness and the dancers strategy and perseverance. It exemplifies the fact that the healthy concept of body and soul is a major lifestyle phenomenon; integrating activewear and active behaviour into all aspects of society’.
Lidewij Edelkoort is one of the world’s most famous trend forecasters. As an intuitive thinker who travels the world studying the evolution of socio-cultural trends before sharing this information with her clients in industries as diverse as fashion, textiles, interiors, cars, cosmetics, retail and food. Under her Paris-based company Trend Union, Edelkoort creates trend books two or more years ahead that are tools used by strategists, designers and marketeers at international brands. Edelkoort was recognized as important to Dutch interior design with the Woonbeurs prize in 2001. In 2003, TIME Magazine named her as one of the world’s 25 Most Influential People in Fashion, while in the following year she was named as one of the 40 Most Influential People in Design by Iconmagazine. In 2004, she received the Netherlands’ Grand Seigneur prize for her work in fashion and textile. Edelkoort was the 2005 recipient of a Lifetime Achievement Award from Aid to Artisans and an Honorary Doctorate of Art from Nottingham Trent University in 2008. That same year, the French Ministry of Culture honoured her as a Chevalier des Arts et des Lettres and the Dutch Royal Family named her a Knight in the Order of Oranje Nassau.