#UkrainianFashionWeek. Fashion brand DZHUS unveiled it´s Fall / Winter 2018 “Escapism” collection at Ukrainian Fashion Week. Enchanting the audience with bold alternative cut and radical transformations of the garments, demonstrated during the performance. Have a look at the breathtaking backstage and runway photos, taken for us by Alexandr Tsybulsky.
DZHUS is a conceptual womenswear brand launched in 2010 by Ukrainian designer and stylist Irina Dzhus. Avant-garde yet utilitarian, DZHUS is known for innovative cut, multifunctional transformer garments and austere industrial aesthetics. Inspired by the complex structure of the ambient, Irina Dzhus generates unique experimental constructions.
Short-listed for the International Woolmark Prize in 2015, DZHUS present their collections during Ukrainian Fashion Week and Paris Fashion Week. DZHUS vegetarian-friendly clothing is stocked at concept stores in the USA, Austria, Japan, China, Australia, UAE, Saudi Arabia, Ukraine and Russia and sold online worldwide. DZHUS’ customer is an independent intellectual in search of the perfect shell for her distinctive inner world.
Escapism is a concept of avoiding the frustrating reality by focusing on an individual’s subjective Utopia. Facing today’s massive pressure of standards, cynical system and destructive rhythm of living, an ingenuously creative mind finds a transcendental way to survive. Featuring abstract geometry of shapes and ascetic monochrome, structured complex cut and multipurpose transformations, DZHUS clothing serves as a protective cocoon for the fragile unique individuality, a mediator in its adaptation to the surrounding conformism.
For designer Irina Dzhus, the paradox of doing independent design within the concerns of the commercial industry has become a deeply personal experience. For DZHUS Autumn/Winter 2018 line, she has vastly used textiles with creasy finishes and technical textures, raw edges, details looking as if they were incomplete or distressed, open constructive elements. Such technological symbolism is missioned to make a statement about the pricelessness of the creative process and pays honour to the survival mechanism of the avant-garde essence existing in the fashion business realm.