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Fashion: Biba

"Biba remains the most evocative name in post-War British fashion....Born as a small boutique in 1964 just as London started to swing, its upward mobility followed a path diametrically opposed to that of the society around it. As the amphetamine rush of optimism wore off, and the country found itself heading inexorably towards the come-down of the three-day week, Biba -- now filling all seven storeys of the old Derry & Toms store with own-brand produce -- provided the escapism that Britain craved....Drawing on Art Deco, Nouveau, Victoriana and the golden age of Hollywood, it was more than just fashion: it was a whole world, a lifestyle choice. At the height of the store's glory, the committed shopper could buy not only a new wardrobe, fully co-ordinated from head to toe, but also a complete range of cosmetics and soft furnishings, together with the washing powder to care for her clothes, and food for both herself and her pets, all presented in the distinctive Biba packaging. Alternatively she could just hang out, either lounging in the shop-windows (Biba didn't do window-displays), or sipping cocktails upstairs amongst the flamingos that lived in the Roof Garden, or in the Rainbow Room, where on a good night there might be a live performance by the likes of the New York Dolls, Liberace or the Manhattan Transfer....It was not so much a department store as a theme park devoted to elegantly wasted decadence." -- from the website. <>