This series of American Express ads that ran in the second half of 1979 did a great job capturing the last few months of the seventies — the fashion, the lifestyle, the fads, and the love of all things plastic… particularly charge cards. And by featuring well-known stores in their advertising, AmEx neatly used their sway to usher society into the spendy, trendy eighties.

The first ad shown below is our favorite of the four we found. Rollerskating, a shopping mall, plus both gold and silver lamé — what’s not to love?

Bloomingdale’s

New York Magazine, December 3 1979


Joske’s

Texas Monthly, September 1979


Herman’s

New York Magazine, November 26 1979


Lord & Taylor

Texas Monthly, November 1979

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