Let's Take an Old Fashioned Walk

Originally, I planned to do this post about modernism done well, and modernism done badly. For example, the Barcelona Pavilion by Mies van der Rohe is done well. A black box office building on Ventura Boulevard is not so good. The JC Penney annual report for 1970 is a great example of beautiful and precise modernism. George Tscherny’s design is crisp and clean. The Helvetica is elegant. This is what a Swiss grid and Helvetica can be in the hands of a master. This is, obviously, the intent for the current JC Penney Helvetica style.

But, while doing research for this post, I came across the website, www.wishbookweb.com. It’s a treasure trove of shopping catalogues. The 1970 JC Penney Christmas catalogue has nothing to do with the annual report beside the date. It’s a remarkable time capsule. The clothes are, of course, funny. It’s the odd subtext of the pages that make it such a pleasure. In the spirit of full disclosure, I did see some plaid shirts that I wanted to buy. But you cannot call 1970. Nobody answers, and there were no answering machines.

 

And now, from high modernism to nifty hats and big pockets on the front of pants.

I don't think anyone looks good in His n' Hers styles. Couples should not match unless they are in a groovy band like Kids of the Kingdom.

This is further proof that matching outfits are wrong. And these simply look illicit.

There is an odd prevalence of men holding women on the ground in this book. It's quite submissive and frankly disturbing. I believe the women should be allowed to stand, especially if forced to wear department store headbands. Even I know that's uncool.

Am I wrong or is this a page of "swingers"? And I don't mean the dancing to swing music people. These are the people who live down the block and invite you to a "key" party. Don't go. It will end badly.

What can be said? First, these are bathmats with holes cut for sleeves. Second, these vests scream, "beat me up! Please!" A nun would cross the street to beat up these kids.