Hello ODK History Lovers
This 16-page booklet is a great historical record for Scott Bonnar's
domestic range for the 1977-1978 season - the 1978 Range.

Compared to the previous year's domestic range brochure, this one has
significant changes ...

In style and layout, this one presents a lot of SB models in their natural habitat -
the outdoors. There are great examples of glossy, professional photographs here.

The choice of human models and clothing is worth a mention. The front cover
presents a "balanced view" - female and male; reel and rotary (foreground); and
a binary opposite slogan, ...The great start to a great finish". Inside, the view is
less balanced ...

It's a period statement about gender and fashion. Scott Bonnar were deliberately
defining the stereotypical consumer demographics of the day - The younger crowd
going with the rotaries; the older folks for the reels. From flared denim jeans,
casual checked shirts, to overalls and wellies, to 'sensible', conservative jumpers
and fawn-coloured slacks. Hilarious!

Today, I see Eva Braun,macho men, crazy uncles, prison escapees, metrosexuals
and evil rocket scientists. You decide.

[Linked Image]

Most importantly, the Scott Bonnar model line-up was both consolidating and changing.
Such was the influence of New Zealand's Challenge Corporation, the then owners of this iconic brand.

TO BE CONTINUED ...