This is the past assortment DZHUS launched ahead of the war. The display at Ukrainian Fashion Week took position a handful of weeks prior to Russia’s invasion, and in its place of their standard showroom in Paris, the DZHUS group was presently hiding in a bomb shelter.
The “PSEUDO” principle refers to illusion as the essential notion of the metamodernism lifestyle. Duality and concealed senses are undividable from DZHUS design and style alone, giving various metamorphoses of clothes and equipment, and outfits into accessories. The visual aesthetics of the appears is ironic and controversial in just them selves, consequently, self-sufficient.
In the AW22 line of unified wardrobe merchandise, the designer’s fantasy went additional than useful ‘bonuses’: duplicity is materialised practically, and the added material is bodily unveiled, as the parts are reworked either when delaminated, or once their within is extracted. The silhouettes are exaggeratedly structured, and the kinds divide into two instructions: summary-escapist ‘cocoons’ compared to markedly classic items, concealing a potential for radical reincarnations. The drop is developed applying cruelty-free of charge resources only, in accordance to DZHUS’ values.
On the lookout back, this collection turned to some degree of a prophecy, with its emphasis on dualism, surprising variations, and full reimagination of the normal.
Considering the fact that designer Irina Dzhus fled from the war, DZHUS has been operated partly from Poland and partly from Ukraine. The brand name donates 30% of its profit to the Ukrainian military and animal rights organisations.
Photograph: Alexey Ponomarev @pnmrvalexey
Movie: Svetlana Symakova @sansasay
Styling: Irina Dzhus / DZHUS Style Studio @irina.dzhus
Tunes & sound design and style: EYIBRA @eyibra
Makeup & hair: Marina Reznick @reznick_m
Versions: Agripina @xpiizantema/ Firstline, Yulia Dzyhalenko @mangojuly
Styling assistants: Andrii Popov @popovandrii, Natalia Volkova @volkova__natasha_
Moral footwear: Residence Martin @housemartin_footwear