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Thursday, 23 February 2012

How can I describe these pages from early seventies Danish catalogs? Words fail me. I guess the best I can come up with is this: it's just like an old Sears catalog except with hot Scandanavian chicks and awkward looking men.

But there's more.  There's that little indefinable 'something' that tells your brain "this is not from The United States".  I can't explain exactly what it is.... maybe it's that American models are always so perfectly polished - never too much makeup on the women, and all the guys look like Marlboro men. 

Take for instance this patio furniture page from the catalog.  Something just isn't quite right here.  Is that a beer on the table? Adult beverages are absolutely verboten in US catalogs. And this chick on the blue lounge thingy - what's she doing there? Something is amiss.

It may just come down to the fact that European catalogs weren't big budget Madison Avenue products by professional photographers and marketers; but rather low budget ventures done on the fly. Who knows? (And for that matter, who cares?)

Whatever the reason, these are awfully fun to look at. But don't take my word for it. Come have a look. We'll start with '74 and '73, and the next post will work from there back to 1970. (There's just too much goodness to be contained within a single post) Enjoy!

1974 ---------------------------------------------------------------------------------------------------------------

1973 -----------------------------------------------------------------------------------------------------------------------


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