Antonella Baccaro (photo by Carlo Furgeri Gilbert).
Qmany of you remember Postalmarketthe home sales catalog that exploded in Italy in the 1970salso allowing those who lived in the province to grab a touch of modernity?
It occurred to me in recent days, on the occasion of its return to newsstands in a guise that, to define renewed, would be an understatement.
On the cover appear those jokers of the The Jackal that with their sympathy are now raging everywhere. A choice, explains the press office, under the banner of inclusiveness and Italian excellence, values that characterize the catalog today.
More concretely I believe that online purchases, of which Postalmarket was the precursor, are no longer a female prerogative. A good reason to pay attention to all categories of the so-called big spenders (those who have the most purchasing power).
After all the old Postalmarketwhich even those who have consumed it for entire seasons have remained fond of, would no longer make sense. But the faces of the female stars who represented him on the cover remain in our memories and of which we have copied at least the poses, if not the hairstyles.
The images of all those perfect lady dresses remain in the memory, which were admired only in a few boutiques in the province in which you did not even have the courage to enter. To accompany the models, evocative captions appeared, such as: “Turquoise dress with a pleated skirt in Crimplene jersey”. (Crimplene?)
And what about that lingerie, sometimes transparent, worn without malice and yet, I imagine, exciting for those boys who hid the catalog under the bed?
In the last pages, of the 6/700 that made up the tome, the most incredible devilry useful to solve the small daily problems of the house and the first unusual electronic devices were relegated. What modernity, what luxury!
The cover of the spring-summer 1978 edition of “Postalmarket”, with Ornella Muti on the cover
And what a thrill when waiting for the package to arrive home. Even the postman who delivered it stood there, almost as if he wanted to watch live unboxing.
Fragments of a life ago, when the purchase was meditative, not compulsive and the waiting time was part of a ritual that anxiety was not part of.
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