Emily Segal is a household name in trend forecasting. In 2011 she co-founded K-HOLE, a collective known for fashion and style reports published as pdfs, and for coining the term normcore. Today she’s also involved in branding, having been an art student and an intern at New York agency Wolff Olins, whom she collaborated with on projects for Ritz Carlton, Dreamworks and Target. She was named one of Fast Company’s 100 Most Creative People in Business and served as a member of the World Economic Forum’s Global Agenda Council on the Future of the Consumer Industries. Currently based in Berlin, her new ambition is Nemesis, a think tank she’s co-founded with musician and architect Martti Kalliala.

Nemesis is a think tank that looks at social and cultural trends, urbanism, technology and design. It’s different from K-HOLE which was really an art project. However, it does pick up on similar themes of consumer attitudes and socio-economic trends. Nemesis is really built on self-initiated research on how value is being re-coded as multiple domains. So today, Emily is mainly looking at new forms of luxury, crypto economics, universal basic income and alternate theories of value.

Emily did what a lot of agencies had wanted to do for the last couple of years: give the trend forecasting industry a kick in the nuts. By creating youth trend forecasting reports that are both ironic ánd completely on point, she knows everything about future trends.