I chose to investigate the s/s '12 trend 'clean cut shapes' while doing my market research project in London. I chose H&M as my mass market and found that most of the store contained clean cut shapes so i decided to narrow it down to clean cut shapes used in block colours. I also varied the garments rather than choosing all pants or all tops. For my middle market, I chose River Island. I also found loads of examples of clean cut, block coloured shapes in there also. I found it harder to take the photos in River Island than in H&M because the staff were giving me more attention with what I was "trying on"! For my Top Market, I went to dover street but I couldn't take photos. Instead, I took the names of the designers who had used clean cut, block coloured shapes in their collections and I looked them up when I came home from London. These designers included Rick Owens and Comme Des Garcons. While I was in London, I also took note and photographed the window displays which had my trend featured in it. I did this to give me a better idea of how this trend was styled so I could refer to it when I was doing my illustrations.
