London has long been the capital of the United Kingdom fashion industry and has a wide range of foreign designs which have integrated with modern British styles. Typical, British design is smart but innovative yet recently has become more and more unconventional, fusing traditional styles with modern techniques. Vintage styles play an important role in the British fashion and styling industry. Stylists regularly 'mix and match' the old with the new, which gives British style that unique, bohemian aesthetic that many of the other fashion capitals try to imitate. Irish fashion (both design and styling) is also heavily influenced by fashion trends from Britain.

In the City of Light, during the years from 1927 to 1940, Schiaparelli’s reputation for daring designs grew steadily. Soon, Parisians developed a passion for her unusual dresses, sweaters, and accessories. Her signature style always encompassed some whimsical elements, such as lobster motifs or skeleton ribs and bones (made with trapunto quilting); however, the construction of the garments themselves was often quite strict and tailored…this dichotomy made for original pieces that were often “knocked off” by other designers.
Ottavio Missoni started their own fashion design company with his wife Rosita. First they started with stripes, the easiest design which could be made with the ch. They use up to twenty different fabrics, including wool, cotton, linen, rayon and silk and some 40 different colours for each of their collections. Their clothes range from sweaters to skirts, dresses and jackets. Ottavio Missoni has also diversified from clothes to tapestries and carpets. Ottavio died last year leaving Rosita being the head of the business.
Currently the fashion industry relies more on mass market sales. The mass market caters for a wide range of customers, producing ready-to-wear garments using trends set by the famous names in fashion. They often wait around a season to make sure a style is going to catch on before producing their own versions of the original look. To save money and time, they use cheaper fabrics and simpler production techniques which can easily be done by machine. The end product can therefore be sold much more cheaply.[7][8][9]

Preppy girls, often named simply ‘preps’, love to rock a college-inspired wardrobe. Their hangers are lined side to side with girly blouses with matching collared tees as well as a-line skirts and tights. Her hair is almost always amped up with a cute little headband and she usually wears glasses- whether she really needs to or not! This style may appear geeky and slightly luxurious, but the look itself is really not expensive and extravagant at all.
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