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Vogue Italia and mail-orders
Posted Jul 20, 2010
Before Yoox.com
and
Net-a-porter.com,
the western world used mail-orders from catalogues to buy clothes. The magazine
catalogue came with a form you could fill in the products you wanted to purchase
in, or you could proceed with a phone call. The clothes were not from well-known
brands, at times they were created only to serve this commercial purpose.
In the States, mail-orders started at the beginning of the 60s and soon became
very popular. In Italy, from the sixties as well, there was “Postalmarket”, the
magazine catalogue. Italians were not eager to buy cheap and out of fashion
clothes, especially since they couldn’t even see or try the products, but at
some point in the 90s, even great names in fashion ended up on Postalmarket.
It’s true that most of these brands were already in decline after a slight
moment of glory in the 80s: Laura Biagiotti, Enrico Coveri, Krizia.
Back in 1993, even Vogue Italia found mail-orders to be something legitimate and
declared so through an article claiming the comfort of a home purchase. To help
legitimate the story, a bit ridiculous for the times, the super models came into
play: Claudia Schiffer, Linda Evangelista, Cindy Crawford, Helena Christensen
and Carla Bruni.
In catalogues such as Postalmarket you found suits and onion peelers, bicycles
and undergarments for the elderly, lawn mowers and toys. A virtual bazaar on
print that anticipated online sales and its modalities.
Text by Giuliano Federico
Source: Spot80
TAGS: catalogues shopping e-commerce dolce&gabbana dolce & gabbana enrico coveri krizia laura biagiotti mail orders mail orders home shopping super models supermodel supermodels celebrities luxury online magazine d&g d &g Claudia Schiffer Linda Evangelista Ciny Crawford Helena Christensen Carla Bruni Postalmarket 60s 90s 80s sixties nineties eighties bazzar print online sales
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