The women of the fashion label Thema Selection and its shop in Zürich's Oberdorf caused a stir in the still-sleepy city on the Limmat in the 1970s: while the label drew attention with an unprecedented style and eccentric fashion shows, the shop became over the years a meeting point for Zürich's art and culture scene. The business and label were founded by Katharina Bebié, Ursula Rodel and Sissi Zoebeli; over the years Elisabeth Bossard, then Christa Derungs, and today Sonnhild Kestler belonged to it. Their plainly cut work dresses for women, made from menswear fabrics and flirting with a double gendering, were ahead of their time. For two years almost no one shopped there, until American Vogue wrote enthusiastically about the avant-garde fashion in the Oberdorf in 1974. Three fashion shows followed that became the talk of the town, along with headlines about internationally known film stars dressed by Rodel and Zoebeli. What mattered was never the legal definition of the collective but a shared sense of life and a common attitude to doing business.