Sideline

SIDELINE

SIDELINE

Retail stores have become solely about selling a garment for profit with little intention of showcasing a piece of

clothing for its manufactured beauty. As consumers, it has become the norm to visualize high street clothing in an over

stocked retail space with various trends and discounts. Certain garments are selected for heightened media

attention through the forms of advertising campaigns, shop windows and fashion films. However, most other items are placed within a store and almost lost amongst more stand

out garments. It is these particular fashion items that ‘Sideline’ has been created to celebrate. Their visual potetial

has been explored throughout this book to alter people’s usual perception of less showcased items of clothing. ‘Sideline’ represents a new outlook on less glorified

fashion garments and explores their hidden beauty.

TOPSHOP

Price: £ 29.99

Purchased From: Topshop, Oxford Street, London.

Trend: Snake Valley.

Description: Black crochet top with crossing straps. Hundreds of thin threads hang horizontally around the top.

Position within retail store: Towards the back of its trend area heading towards the jeans section within the store.

NEW LOOK

Price: £ 19.99

Purchased From: New Look, Oxford Street, London.

Trend: Summer Beach Wear.

Description: Orange and Grey chiffon tank top, with large bow at the front, and black zip at the back of the top.

Position within retail store: Near the front of the store on a stand with several other brightly coloured tops competing for the attention.

.H&M

Price: £ 32.99 reduced to £15.00

Purchased From: H&M, Staines, Middlesex.

Trend: Sale items.

Description: Cream prom dress with a gathered corset top and a layered skirt of cut out and netted fabric.

Position within retail store: At the front of the store in the sale section amongst a variety of other sale items.

Miss Selfridge

Price: £ 35.99

Purchased From: Bentalls, Kingston, London.

Trend: Summer Denim.

Description: Blue denim long sleeved jacket with gold buttons and pale blue horizontal striped interior.

Position within retail store: Placed amongst various other denims and trousers. Were in a special offer section of £10 off all denims.