Holly Friend

Senior Foresight Writer

London, United Kingdom
Locked Pro Plan feature


Projects credited in

Side Hustles

About me

Highly curious trend researcher, writer, presenter and storyteller. Obsessed with consumer behaviour and an expert in the future of youth culture, travel, luxury and entertainment.

Locked Pro Plan feature


  • Copywriting
  • Research
  • Strategy
  • Consulting
  • Visual Research
  • Presenting

People I’ve worked with

Companies I’ve worked with

  • Ace Hotel London

    Ace Hotel London

    • Events
  • Yoox Net a Porter Group

    Yoox Net a Porter Group

    • Fashion and Textiles
  • WGSN


    • Publishing
  • MOO


    • Design

Work history


Foresight Writer

The Future Laboratory

Nov 2018
  • London, United Kingdom
  • Full Time
  • Trend forecaster and cultural expert in the future of the Youth, Travel and Luxury sectors. Client projects and presentations include Vans, Spotify, Lacoste, Urban Outfitters and Nike.


Junior Creative Researcher

The Future Laboratory

Nov 2016 - Nov 2018
  • London, United Kingdom
  • Full Time
  • At The Future Laboratory, I’m a intrinsic part of the team for LS:N Global, where I research, pitch, write and visualise content on a daily basis. As the resident expert for the Travel & Hospitality and Youth sectors, I lead the ideation, writing and visual identity for all content within these areas and attend trade shows such as ITB Berlin as a representative for the company. I previously managed the Need to Know section, which brings a high volume of traffic to the website, for one and a half years, and I now identify the future consumer, micro and macro shifts and emerging markets across industries.


Freelance Writer

Time Out Group

Oct 2016 - Jul 2017
  • London, United Kingdom
  • Freelance
  • Contributing monthly articles as part of Time Out’s Blogger Network, writing blog posts on city life, nightlife, fashion and culture in London.


Editorial Assistant


Jul 2016 - Nov 2016
  • London, United Kingdom
  • Full Time
  • Writing city listings for London, Paris and New York on a daily basis, researching and writing category and city guides, creating a Powerpoint presentation for 2018 travel trends, writing Culture Calendar for APAC region, travelling to New York to update city guide, sub-editing reports and listings, writing blog posts for the Insider.



Introduction to Anthropology

Goldsmiths, University of London

Sep 2018 - Dec 2018
  • London, United Kingdom


Study abroad - Fashion Management

Fashion Institute of Technology

Jan 2015 - May 2015
  • New York, United States
  • Spring 2015 Exchange Program Modules and Grades: Fashion Journalism – A, The Business of Fashion Styling – A, Creative Fashion Presentations – A, Creative Writing – A


1st (Hons) BA Fashion Buying Management

University of Westminster

Sep 2012 - Jul 2016
  • London, United Kingdom
  • First Class Honours degree. Modules include: Luxury Fashion Management, Consumer Behaviour, Fashioning the Future, Entrepreneurship, Marketing, CAD & Illustration, Photoshop, Garment Technology, Finance. Awarded National Scholarship



Introduction to Anthropology

Goldsmiths College

  • A short course in Anthropology, studying the origins of humanity.