British style is a paradox! It is classic, unfussy yet cutting-edge and shocking. The British public has traditionally always had a disdain for extravagance and eccentricity when it comes to clothes. It is a vulgarity to spend astronomical amounts of money on fancy clothes; there are better things to spend money on, this was the mentality of the typical Brit pre-1920s and this idea still lingers today.
A survey commissioned by the British Fashion Council in 1989 found that, the British consumer is far less likely than their European counterpart to spend money on clothes by renowned fashion designers. At the Time, total designer and diffusion sales in Britain had an annual value of £265 million, while the equivalent figures for their European counterparts, Italy and France were £1.85 billion and £1.4 billion respectively.