Vintage undies.

Sighs and Whispers - Bloomingdale's lingerie catalogue photographed by Guy Bourdain

I’VE RECENTLY COME ACROSS these treasures: two lingerie catalogues from the 70’s that couldn’t be more different. One is a 1976 Bloomingdale’s insert of The New York Times photographed by the great Guy Bourdin, the other is a 1979 Victoria’s Secret catalogue that totally blows away Bourdin’s fresh approach much like bad erotica playing cards would.

ENCONTREI ESTES TESOUROS recentemente: dois catálogos de lingerie dos anos 70 que não podiam ser mais diferentes. Um é um encarte da Bloomingdale’s no The New York Times de 1976, fotografado pelo enorme Guy Bourdin, o outro um catálogo Victoria’s Secret que deita por terra a abordagem de Bourdin numa estética parecida com a daqueles baralhos de cartas eróticas antigos.

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Sighs and Whispers catalogue, Bloomingdale’s (1976)
Photographer: Guy Bourdin
The 70’s? I mean, the 70′s? Wow. Guy Bourdin made this one in a way that many of today’s underwear brands dream of having their products shot in such a beautiful way.  Actually, if it wasn’t for the slightly conservative cuts of some pieces, the absence of Photoshop and the over-blushed faces of the models, I wouldn’t be able to date it, especially when you see the second one. He was so ahead of his time.
Anos 70? A sério? Wow. Guy Bourdin fotografou este catálogo de tal forma que muitas marcas de roupa interior actuais devem sonhar em ter os seus produtos tão bem fotografados. Na verdade, não fosse por alguns cortes mais conservadores, a ausência de Photoshop e as caras das modelos carregadinhas de blush, teria muita dificuldade em datar estas imagens, sobretudo depois de ver o segundo catálogo. Este senhor estava realmente muito à frente do seu tempo.
Guy Bourdin always refused to display his work at formal exhibitions, chosing to feature it in magazines like Vogue Magazine and Harpers Bazaar. This catalogue is supposed to be the only one he approved.
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Guy Bourdin recusou sempre mostrar o seu trabalho em exposições formais, preferindo publicá-lo em revistas como a Vogue ou a Harper’s Bazaar. Este catálogo é supostamente o único que aprovou em vida.
Guy Bourdain 1976 Bloomingdales lingerie catalogGuy Bourdain 1976 Bloomingdales lingerie catalogGuy Bourdain 1976 Bloomingdales lingerie catalogGuy Bourdain 1976 Bloomingdales lingerie catalogGuy Bourdain 1976 Bloomingdales lingerie catalogGuy Bourdain 1976 Bloomingdales lingerie catalog
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Victoria’s Secret catalogue, (1979)
This one is surreally hypnotizing: there are the rugs, the plants, the constant three element compositions (even if it happens to be a dog once), the fake sky outside the window, the poses, the looks, the hair (oh why?), the overall corny naughtiness… It’s simply hilarious. I could keep on going, it’s like a soap opera inspired shoot. And we’re talking three years after Guy Bourdin’s one.
Este é surrealmente hipnotizante: há os tapetes, as plantas, a composição constante de três figuras (mesmo quando a terceira é um cão), o céu falso atrás da janela, as poses, as expressões, os cabelos (meu deus, porquê aqueles cabelos?), a atitude provocante pirosa…é hilariante. Podia continuar a lista, a sessão parece inspirada numa telenovela. E isto passou-se três anos depois do encarte de Bourdin.

Victoria's Secret catalogue 1979Victoria's Secret catalogue 1979Victoria's Secret catalogue 1979Victoria's Secret catalogue 1979Victoria's Secret catalogue 1979Victoria's Secret catalogue 1979Victoria's Secret catalogue 1979

If we manage to get over all the details, we can actually say the 70’s saw some pretty nice undies, don’t you think? I would ea-si-ly buy some of those vintage pieces for myself. :)

Caso consigamos passar sobre todos os pormenores até podemos dizer que os 70’s viram uns íntimos bem giros, não acham? Eu compraria facilmente algumas daquelas peças vintage. :)

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8 thoughts on “Vintage undies.

  1. Hi there,

    Thanks for text and images.
    But it would be so nice and so cool you did not misspell his name in many places : it’s BOURDIN without A.

    Thank you,
    Fred.

      • Hi Maria;

        Thanks for your words.
        Ooops, for some reason, I see your reply (an then corrections) today only !
        I probably did not check the case below, ha ha..

        As Karl LAGERFELD said some years ago in a french paper interview : “Since the death of BOURDIN (1991) and NEWTON (2004), there’s quite nothing interesting in fashion photography now”.
        That’s a bit rough, and I personnally would add several other great names of dead or living photographers, but for sure BOURDIN is absolutely in the Top-5 or Top-10 ever !!

Would love to know your thoughts, please comment. :)

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