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| | By the turn with the 20th century, amateur advisors and publications were increasingly challenging the monopoly that this large retail companies had on decor.
English feminist author Mary Haweis wrote some widely read essays inside 1880s by which she derided the eagerness in which aspiring middle-class people furnished their houses good rigid models provided to them from the retailers.[10] She advocated the average person adoption of the particular style, tailor-made to the consumer needs and preferences on the customer:
"One of my strongest convictions, and one from the first canons of a good taste, is always that our houses, just like the fish’s shell plus the bird’s nest, must represent our individual taste and habits.
The move toward decoration like a separate artistic profession, unrelated towards the manufacturers and retailers, received an impetus while using 1899 formation on the Institute of British Decorators; with John Dibblee Crace since it's 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 very first women to teach professionally as interior designers in 1874. The importance of their work with design was regarded at that time as with a par achievable of William Morris. In 1876, their work – Suggestions for House Decoration in Painting, Woodwork and Furniture – spread their tips on artistic decor to a wide middle-class audience.[12]
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