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By the turn on the 20th century, amateur advisors
and publications were increasingly challenging the monopoly
how the large retail companies had on interior planning.
English feminist author
Mary Haweis wrote several widely read essays inside 1880s where she derided
the eagerness in which aspiring middle-class people
furnished their houses good rigid models agreed to them because of the
retailers.[10] She advocated the consumer adoption of any particular
style, tailor-made to anyone needs and preferences from the customer:
"One of my strongest convictions, and one on the first canons of excellent taste, is the fact our houses, much like the fish’s shell and also the bird’s nest, must represent our individual taste and habits.
The move toward decoration being a separate artistic profession, unrelated on the manufacturers and retailers, received an impetus with all the 1899 formation on the Institute of British Decorators; with John Dibblee Crace becasue it is president, it represented almost 200 decorators round 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 very first women to practice professionally as interior designers in 1874. The importance of their work towards design was regarded at that time as using a par to be able 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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