By the late 1960s, London was considered the best market in Europe due to its more organised and innovative approach to modelling. It was during this period that models began to become household names. Models such as Jean Shrimpton, Tania Mallet, Celia Hammond, Twiggy, Penelope Tree, and dominated the London fashion scene and were well paid, unlike their predecessors. Twiggy became The Face of '66 at the age of 16. At this time, model agencies were not as restrictive about the models they represented, although it was uncommon for them to sign shorter models. Twiggy, who stood at with a 32" bust and had a boy's haircut, is credited with changing model ideals. At that time, she earned £80 an hour, while the average wage was £15 a week.