THINK IN SYSTEMS NOT TRENDS

Welcome to the hypercycle. We consume creativity. We confuse validity with virality. The creative industries remain trapped in a cycle of viral moments and hollow media narratives. Everyone is blaming trends but they’re just a mirror of the current state of culture and media. Trends are a phenomenon in society where patterns of behaviour emerge that help us create myths and new codes together.

However the creative industry and future foresight within it have fallen for the obsession with audience capture. We've confused creativity with media, falling prey to any fad popping up. We're losing our power to envision meaningful futures, sacrificing critical thinking, creativity and innovation while degrading our planet's ecosystems. Trends aren't bad, it’s the current system that has become toxic and lost its way.

It’s time to get back to our roots. The Creative sector and Fashion, with Future foresight playing an influential role, have always been a catalyst for societal transformation, not just a copy paste factory of boring.

Through systemic approaches to foresight and strategy, we can transform fashion and the creative industry’s stagnant landscape into a force for responsible innovation, learning to decipher what has deeper cultural capital vs what’s just air.

This is a story of rebirth. It’s time to [urgently] redefine how we approach futures —shifting from trend forecasting hype for short term gains with no ethical backbone, creativity or methodology, to strategic future foresight for systems intervention and regeneration.

We don't chase futures and trends—we architect them. This is how we have shaped social paradigms, and how we can be a powerful force for regenerative innovation and culture.

For the past two decades, I have been working extensively with global brands, agencies, and creative visionaries who seek to decode and shape positive futures across fashion, technology, culture, retail, innovation, FMCG, health and beauty, and last but not least culture, in a time of unprecedented systemic change.

I've been the strategic futures decoder they turn to when they're ready to move beyond surface level trend forecasting and into regenerative strategic foresight.

Whilst the perpetual online commentary mill treats the flattening of culture and overconsumption of hype as new news, I was warning my collaborators about this a decade ago. Same with AI, Big tech, Mixed reality, the secondary market, Sustainability, GenZ behaviours to name a few of the key changes I outlined in forecasts many years ago.

My independent and uncompromising insights on possible futures and macro trends have consistently exposed critical shifts years ahead of the curve, challenging the creative industry to prepare for tipping points.

The result has been partners equipped with insights and strategies they can build and align with, in the present and into their long term future.

My practice is an integrated ecosystem of advisory, reports, collaborations, speaking, writing and teaching - serving my mission as a Futurist and Regenerative Futures Architect.

MISSION PILLARS

• Systems Transformation: Dismantling and rebuilding the creative sector, fashion and forecasting’s foundational systems through strategic intervention

• Paradigm Shift: Decoding and reshaping cultural narratives to drive meaningful, systemic futures

• Radical Innovation: Catalyzing possible futures for fashion and creative industry teams, communities and independents

IMPACT SPHERES

• Education Leadership: Transforming futures thinking through university partnerships and corporate training

• Global Influence: Shaping industry dialogue through media and futures thinking leadership

• Community Building: Founder of the Trend Atelier, a global school and community for purpose-led futures thinking

COMMITMENTS

• Fellow of the Royal Society of Arts, to committed to the Design For Life Mission

• United Nations Conscious Fashion & Lifestyle Network member, committed to the United Nations Sustainable Development Goals 4, 12 and 13