Marabou slippers, mahogany tans and knee-length slips: What Victoria’s Secret models looked like in 1979
16:22 GMT, 25 April 2012
With their Seventies perms, overly blushed cheekbones and deep tans, the models in this 1979 Victoria's Secret catalogue are virtually unrecognisable from today's glossy Angels.
The 32-year-old Victoria's Secret catalogue, unearthed by Retro Space, shows young ladies lounging in bed wearing marabou slippers and relatively demure knee-length slips.
Flaunting body shapes more akin to those of 'real' women, they can be seen reading books together, and chatting in
front of still life paintings in chintzy, dated sets.
Lingerie memory lane: With the seventies perms, overly blushed cheekbones and heavy decor, this 1979 Victoria's Secret catalogue is virtually unrecognisable
Looking back: The catalogue is an intriguing example of how much the lingerie business has changed
Real women: The most noticeable difference between the catalogues is the use of Photoshop – or lack of it in 1979, compared to the overt overuse of it today
Most noticeable, though, is a distinct lack of airbrushing. Unlike the marketing imagery we see today, the '79 cast of models have uneven skin tones, slight love handles and even sagging breasts.
Then and now: The Victoria's Secret campaigns of today feature heavily airbrushed and colour corrected models thanks to the rise of Photoshop
Muscle lines –
which would normally be softened – are prominent, waists are not carved away, and tan lines, nipples and even pubic hair are
While the poses are slightly awkward and the make-up is layered on, the models essentially still look real.
It is a far cry from today's catalogues, now the domain of overtly airbrushed supermodels walking on pristine beaches, and gives an interesting example
of how significantly the company, and the intimate apparel industry as a
whole, has changed.
The old catalogue shows how a woman
might actually look wearing the garments advertised, rather than
depicting a mostly unattainable beauty ideal for women, as seen in the
Razek, the chief marketing officer of Victoria's Secret told UK Vogue:
'[Victoria's Secret] Angels are a rarer thing than the world's
top-performing superstar athletes.'
it is these Angels, who are then also digitally perfected, now
modelling the lingerie real women look to buy on a daily basis.
Without Photoshop: The model's faces are shiny, their boobs sag, and in some cases you can see nipples underneath their sheer bras – in other words, how one might actually look in the lingerie advertised
Vintage: The Victoria's Secret catalogue is now the domain of airbrushed supermodels, but it was once a place where young ladies lounged together in bed, read books to each other, and chatted in front of still life paintings
Beauty ideals: Despite the awkward poses, the old catalogue shows how a woman might actually look wearing the garments advertised, rather than depicting a mostly unattainable beauty ideal for women, as seen today