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By the turn with the 20th century, amateur advisors and
publications were increasingly challenging the monopoly the large retail companies had on design. English feminist author
Mary Haweis wrote some widely read essays within the 1880s by which she derided the eagerness which aspiring middle-class people furnished their
houses based on the rigid models agreed to them with the retailers.[10] She advocated
the consumer adoption of the particular style, tailor-made to the person needs and preferences
on the customer:
"One of my strongest convictions, and one in the first canons of fine taste, is our houses, much like the fish’s shell plus the bird’s nest, really should represent our individual taste and habits.
The move toward decoration to be a separate artistic profession, unrelated for the manufacturers and retailers, received an impetus while using 1899 formation in the Institute of British Decorators; with John Dibblee Crace as the president, it represented almost 200 decorators round the country.[11] By 1915, the London Directory listed 127 individuals trading as interior decorators, which 10 were women. Rhoda and Agnes Garrett were the primary women to practice professionally as decorators in 1874. The importance of their work towards design was regarded at that time as using a par achievable of William Morris. In 1876, their work – Suggestions for House Decoration in Painting, Woodwork and Furniture – spread their tips on artistic interior planning to a wide middle-class audience.[12]
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