Halcomb
By the turn from the 20th century, amateur advisors and publications were increasingly challenging
the monopoly which the large retail companies had on home design. English feminist author Mary Haweis wrote some
widely read essays inside the 1880s through which she derided the
eagerness which aspiring middle-class people furnished their houses in line with the rigid
models wanted to them because of the retailers.[10] She advocated the consumer adoption of the particular style,
tailor-made to anyone needs and preferences on the customer:
"One of my strongest convictions, and one with the first canons of a good taste, is the fact our houses, just like the fish’s shell as well as the bird’s nest, really should represent our individual taste and habits.
The move toward decoration like a separate artistic profession, unrelated for the manufacturers and retailers, received an impetus together with the 1899 formation from the Institute of British Decorators; with John Dibblee Crace as the president, it represented almost 200 decorators about 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 focus on design was regarded right at that moment as with a par your of William Morris. In 1876, their work – Suggestions for House Decoration in Painting, Woodwork and Furniture – spread their tips on artistic design to a wide middle-class audience.[12]
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