Tells the story of this iconic British fashion label and its role in the history of ready to wear fashion in the postwar decades.Horrockses Fashions was one of most respected ready-to-wear labels of the late 40s and 50s. Founded in 1946, the company concentrated on the production of quality womenswear, beach clothes, housecoats and children's attire. Although produced in considerable quantities, the firm maintained an air of exclusivity with an emphasis on good quality fabrics, especially cotton, with custom-designed patterns and couture styling.Horrockses designs had a distinctive look, celebrated for their lively floral prints and full-skirted summer dresses. The label also collaborated with contemporary artists such as Eduardo Paolozzi, Alastair Morton and Graham Sutherland to create alluring designs for their fabrics.Drawing together a wide range of archival material, ranging from magazine spreads to interviews with former employees and consumers, Horrockses: Off-the-Peg Fashion tells the story of this iconic label and its role in the history of the British high street, while also exploring the connections between couture and ready-to-wear fashions in the post-war decades. The book features 180 full colour illustrations.The book has an interesting Australian connection: Gloria Smythe, creator of many of the classic Speedos swimming costume designs, worked as a designer for Horrockses from 1952 to 1956. She was a pattern maker and assistant to head designer John Tullis