Complete set of Biba mail order catalogues [with original envelopes].London, 1968-1969 - Biba (firm)
Complete set of Biba mail order catalogues [with original envelopes].London, 1968-1969.
Complete collection of 6 mail order catalogues, including the original mailing envelopes with gilt-stamped logos and order forms. Slim wrappers (35.5 x 18 cm.) featuring gilt-stamped logo to front covers and terms to rear; photographically-illustrated throughout, with folding leaves; printed in duotone. // In 1968, Barbara Hulanicki sought to expand the success of her trend-setting Biba fashion brand by embarking on an innovative mail order catalogue campaign. She thus tasked designer John McConnell with developing a catalogue experience “modelled on the atmosphere of a magazine editorial.” Featuring thematic collections designed by Hulanicki exclusively for the catalogues, as photographed through the hyper-stylized lenses of photographers such as Helmut Newton, Hans Feuer, and Sarah Moon. Even the format was innovative; McConnell is said to have selected the tall-and-slim proportions so that the catalogues could be slipped through British mail-slots without being bent by postal workers.