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Book reviews / Life of Johanna

Mail order nostalgia

My eldest daughter gave me this book for Christmas. It’s called Postordernostalgi and is a collection of cuttings from Swedish mail order catalogs spanning over the 60’s to the 90’s. I own plenty of English and American versions of these kind of books, but this is the first Swedish book mail order collection I think.

Some stuff is super cute, like these 60’s outfits. Love the graphic rose print to the left.
Others are a bit comical, but as the copy says “sports garments now becomes a part of every day wear”. A trend that has stayed with us for decades.


Other styles has been out in the cold for a while, but are now back in style, like the Hasbeens shoes.
 And then suddenly I am reminded of my own shady fashion past. Back in the 80’s I ordered the ensemble to the left, in pink naturally!

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