Austin Powers mercilessly parodied the look, but the films' enormous success proved the enduring influence of mid-60s London fashion.In April 1966, Time famously touted London as the new world center of style. Forty years later, this book reconsiders the roles played by designers like Mary Quant, celebrities like Twiggy, boutiques like Biba, photographers like David Bailey, magazines, and filmmakers in promoting a new, more relaxed, more colorful way of dressing that reverberated around the world. Illustrated with key pieces from the V&A's fashion collection plus contemporary photos, posters, and ephemera, the book relates fashion to the rapidly changing social, economic, and aesthetic context of the times, arguing for the central role it played not just on Carnaby Street, but in 60's pop culture.