The fashion label Thema Selection and its outlet in Zu?richs Oberdorf neighborhood made quite a splash in the 1970s. With its androgynous style and eccentric fashion shows, the shop quickly became a favorite haunt of Zu?richs arts scene. In an era when most women dressed as hippies or staid matrons, Themas plain-cut work clothes for women made from mens fabrics were way ahead of their time. A massive 600-page book with 400 color reproductions, it uses a scrapbook-like style to unfold this extensive survey of a fashion line that set a new female aesthetic. The cultural history of this avant-garde enterprise is recounted by the shops founders and their friends and companions along the way, who were then, and remain to this day, an intrinsic part of Themas zest for life. With texts by Zu?rich-based cultural and literary scholar Elisabeth Bronfen, Swiss art historian Jacqueline Burkhart, and founder of Parkett magazine and SCALO books, Walter Keller, et al.
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