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