Cher Potter

LCF/V&A Museum Senior Research Fellow

London College of Fashion


Cher Potter is an LCF/V&A Museum Senior Research Fellow in ‘Design Futures’ tasked with addressing innovation and creative communities outside the museum environment. As a Design Futurist, her practice has a number of applications in forecasting, research, curating and writing. Before starting at the V&A, she led the Creative Direction at WGSN Forecasting Bureau - the global leader in design research and trends. Here, her reports garnered a readership of over 2,150,000 people within the design industry*, and became the source from which many product and fashion industry tendencies emanate today.

She curated the 23rd Impakt Arts Festival in 2012 which explored a ‘postwestern turn’ in arts and design practice. She has organised design symposiums, ran workshops and presented papers and presentations on design trends in over 22 countries. She is on the Editorial Board of the Journal of Futures Studies.  

* according to web trends analysis

Research interests

Trend forecasting as a transdiciplinary design practice. The digital revolution and its impact on products, curating and modes of display. Changing global design culture as it moves beyond Western (ENA) dominance.

Research statement

As LCF/V&A Museum Senior Research Fellow in Design Futures and Senior Consultant at WGSN Forecasting Bureau, my research looks at the networks of influence operating within the global design industry and emerging design cultures.

I am a Senior Lecturer on the LCF Fashion Futures MA, and segment tutor on the Architecture Association’s cross-disciplinary foundation course. Outside of this, I organise the London-based Alterfutures design group whose 121 members include synthetic biologists, interaction designers, researchers, writers and futurists debate critical alternatives to expected ideas of the future.

I have delivered a number of presentations on emerging design practice, most recently at the British Film Institute/ New Scientist’s Science Fiction Festival (2015), V&A’s Fashioning Professionals conference (2015), Wellcome Trust’s Future of Future Expertise conference (2013), The International Herald Tribune’s Annual Design Conference, Vienna (2013), Southbank Centre’s Africa Utopia festival (2012), and The Edinburgh Arts Festival (2012). I have contributed related articles to various publications including the Financial Times, Tank culture magazine, Concept Store arts journal as well as writing a regular column in 032C culture magazine and an essay on deconstruction for the hardback ‘Future Beauty: 30 Years of Japanese Fashion’. I recently curated the 23rd Impakt Arts Festival in October 2012 entitled ‘No More Westerns’ which speculates on the changing nature of Media culture in a post-Western world.


Tolulope Omoyele, An Exploration of Transnational cultural expressions, aesthetics and identities: Africa Fashion Week London 2011- 2015.

Selected research outputs

  • Spotting, hunting and forecasting: The professional practice of design forecasting

    Potter, Cher (2015) Spotting, hunting and forecasting: The professional practice of design forecasting. In: Fashioning Professionals: A Symposium on the Historical and Contemporary Representation of Cultural and Creative Professions, 27 March 2015, V&A Museum, London.

  • Collecting the new: forecasting in the museum

    Potter, Cher (2015) Collecting the new: forecasting in the museum. In: Enterprise of Culture: Entrepreneurship in Fashion, 5 March 2015, Heriot-Watt University, Edinburgh.

  • The 21st Century Foot

    Potter, Cher (2015) The 21st Century Foot. In: The Walking Society. Lars Müller Publishers GmbH, Zürich. ISBN 978-3037784624

  • How do fashion cycles and design culture interact?

    Breward, Christopher and Potter, Cher and Entwistle, Joanne and ten Bhomer, Marloes and White, Lisa (2014) How do fashion cycles and design culture interact? In: Design Culture Salon: 'How do fashion cycles and design culture interact?’, 14 November 2014, Victoria and Albert Museum, London.

  • No More Westerns

    Potter, Cher and Culp, Samantha (2012) No More Westerns. [Show/Exhibition]