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Fashion: Chic and unashamedly cheap Pretentious is out. High-fashion bargains are in. And we're all shopping at New Look, of course.

People tend to be snotty about New Look. Until recently, it was considered the preserve of provincial teenagers looking for Saturday night result wear. Founded in 1969, it couldn't even boast a central London outlet until 1994.

Even today, there is no less sophisticated store on the high street. Unlike, say, French Connection and its FCUK naughtiness, New Look doesn't have a snazzy ad campaign. There are no capsule designer ranges a la Clements Ribeiro for Top Shop. It hasn't yet ventured into e-commerce (although it is looking into it). Instead, New Look's windows boast denim jackets for pounds 17.99, biker jackets for pounds 19.99. Promotions include selling clothes for a pound. It sets ...

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