This was as close as catalogs dared get to explicitly targeting the gay market of the time. No snarkiness here, either. It's fascinating entirely from a historical perspective, the kind of tone the copy-writers used, aiming for "the assertive male who knows fashion."

Further, the photographers deliberately avoided selecting the tougher-looking men who usually conveyed a ruggedly masculine archetype during that era… the kind of guy that Joe Average could look at and think, "Yeah! If I buy this polyester knit shirt, somehow I'll start looking more like him!"

Instead they chose younger, more sensitive-looking models a very different demographic would look at and think much the same thing.

Number Three, sporting the floral print shirt looks very much like Rudolph Nuryev the ballet star who was a HUGE heart-throb in the gay world during the late 60s and most of the 70s. Even by today's standards, Nuryev would be considered a knock-out. Trim, toned, incredible muscle definition, cheekbones that would cut paper, and utterly shameless.

On a related point, let's all breathe a huge sigh of relief the "Double-Feature" look never caught on. Even on a conventionally attractive model it looks awful.