Lidewij Edelkoort, or Li Edelkoort, graduated from the School of Fine Arts in Arnhem after studying design and fashion. After working as a buyer for Dutch department store Bijenkorf she discovered her natural talent for trend forecasting. Since 1975 she has worked in various locations and under various studios as a trend consultant for giant corporations worldwide. In her role as department head and then chairwoman at Design Academy Eindhoven she helped launch the city and school into the public eye as a hub of creativity. She resigned in 2008.