Rachel L.

I'm Rachel, a London-based freelance senior strategist, researcher and trend forecaster with eight years of experience in the advertising/research industry. Originally from Hong Kong and having lived across the US and Canada, my perspective has been shaped by moving between different cultural and academic contexts throughout my life. Particularly, I hold an MA in Design Management & Cultures from the London College of Communication, University of the Arts London – giving me firsthand familiarity with UAL's academic expectations, assessment structures and the kind of critical thinking the university expects from its students.

Professionally, I work at the intersection of culture, research and brand strategy. My work involves designing research frameworks/methodologies, analysing qualitative and quantitative data, identifying emerging cultural trends and translating complex findings into clear strategic action for clients across fashion, beauty and lifestyle. My research specialty also includes the APAC and Chinese market. I've been featured in Business of Fashion, Vogue Business and The Guardian, and regularly speak on panels and at industry events.

Across my career, I've managed junior researchers and delivered training programmes for them. Outside of work, I regularly meet with early-career professionals and have mentored postgraduates with job search and career guidance.

As someone who moved from Asia to the UK to study and work, I am familiar with how students have to adjust to new cultural and academic contexts – having gone through this journey myself. That dual perspective - as a former international student and a current industry professional - ultimately serves one goal: helping students produce high-scoring work that meaningfully builds their portfolio.