Catalogue Woman

Welcome to the 70s, an era when women dressed as if life was one long Benny Hill sketch. The choice of looks ran from the mini: baby doll smocks and pinafores, to the maxi: ground hugging dresses for glamorous party swingers. No item was free from ric rac, ruching or wet look trim. Crease shedding crimplene flares were so wide they made footwear redundant and the only troubling question for a girl was the denier of her new nylon negligee. Meanwhile, peasant dresses, bolero suits and murdered with man made fabrics and lurid colours. But, as these wonderfully cheesy catalogue snapshots reveal, despite it's excesses, the 70s was a time when everyone was deliriously happy in their gay, gorgeous and washable new looks.