Antoinette van den Berg aka The Lady in Blu stands for razor-sharp, fashion, sustainability is consuming less, joy full solutions, purpose, creativity, business, positivity and RE LOVE FASHION. She is a Trend Forecaster and Creative Director with a design background who analyses the present as if it is history. Her mind is ten years ahead, her fashion feeling is future and the way she does business is future.
Antoinette confronts her audience with the folly of today with statements like “Sustainable production is like mayonnaise light so you can continue eating as much as you want” and “How the hell can we grow our businesses each year with 10% ”.
An item of her interest is the fashion industry, polluter number 2 in the world, how the future consumer becomes less and less consumer and new developments like purpose dressing and what it means for companies. She expresses developments that companies like to ignore, but those who don’t face the facts of today and tomorrow, simply will be out of business soon.
Van den Berg faces the reality and thinks in opportunities that she activates as creative director. Her vision is a must hear for everybody in the fashion industry and everybody who does not go naked to work. She is fashion and trends; she feels it, she wears it, she breathes it. A mirror for all industries. She spoke all over the world from Korea to Sweden. Her audience varies from Chanel to sustainable conferences, from Marlies Dekkers to De Brauw Blackstone and from L’Oreal to the Municipality of Amsterdam.
The question is; Is The Lady in Blu trend forecaster or trend setter. She has blue hair since 2009. Chanel followed her after eight years, with blue hair on the catwalk and all window dolls, worldwide, had blue hair. Lady Gaga followed after nine years and it took L’Oréal, the biggest cosmetic label of the world, ten years to follow by launching the campaign #bluehair” and blue hair dye products.
In 2010 she launched the future trend “Cool to be old” in Barcelona. The entire anti-wrinkle industry was chocked and tried to ignore the message by saying it was nonsense. The London Times quoted her two years later: “Trend Guru Antoinette van den Berg was the first to talk about, “There will be a time when a woman of 55 will have no problem looking her age”, two years ago. The NRC a leading Dutch newspaper announced this trend as new in 2019.
Van den Berg anticipates the future and creates concepts for the future. She works for companies and takes business action herself. Her latest activity is RE LOVE FASHION that she started in 2017. In 2018 she founded the RE LOVE Foundation, the world’s first creative agency with a social mission; reduce pollution by the fashion industry with the most efficient solution, less consumption and production of new clothing, Re-Use, Re-Touch, Re-Style, Re-Pair and Re-Peat Fashion. RE LOVE FASHION.
Antoinette van den Berg spent seven years of her life, living and traveling on a sailing yacht, together with her husband and children. This empowered her vision that we can say is not a Dutch vision but a European vision.