Young couple. Front page of Daels Warehouse Catalog 1979

Photo: Daells Varehus

While you wait: See what we looked like

We have saved the advertising catalogues from the large Danish department stores. Many of them are digitised. Explore our common fashion history.

Since 1781, we have received examples of most of what is printed in Denmark. And yes, that goes for the Netto commercials as well. We collect that kind of thing because advertising is a good here-and-now image of our society.

The printed advertisements of course tell us how the Danes looked at a certain time, but also about how we thought about gender roles, the good life, children and health.

We have digitised a large part of our advertisements from well-known department stores such as Illum, Magasin and Daells Varehus and put them online.