DZHUS A/W20 Fashion Film: Misconcept

The aesthetics of DZHUS A/W20 video campaign balances on the edge of surrealism and utilitarianism. The collection itself is an irony about classic, stereotypical and ‘must-have’ styles, which DZHUS have interpreted in an unexpected way, offering radical yet wearable transformations of the garments. In this short film, the DZHUS team apply the most remarkable outfit modifications. As the alterations are made, the wearers feel a change of their mind-set and, eventually, experience escapist insights in synergy with their newly generated shape.

Reflecting on the transient nature of today’s fashion, DZHUS comes up with alternative solutions against overconsumption. The brand ‘deciphers’ trendy silhouettes and suggests multi-purpose upgrades for their structure. The video features DZHUS double-sided puffer that fits as perfectly upside down and offers multiple transformations, as well as suspender shorts turning into a tote. Normcore pieces have also become an inspiration for DZHUS’ capsule.

The designs play up standardised sartorial details, providing those with new properties. A memorable garment from the film is an archetypical white shirt transforming into a handbag. DZHUS’ pattern-making inventions offer creative ways to minimise wardrobe by using seemingly basic items in diverse configurations, proving that a norm is the biggest illusion of all.

Short film idea: Jorj Jorburj @jorburj / Whodidzis?
Directors, cameramen, edit: Jorj Jorburj, Igor Darovskiy @igor_darovskyi / Whodidzis?
Colour grading: Volodymyr Moroz, Jorj Jorburj
Music: Bitch per Minute – Itch / Einstein / KrKrKr Label
Stylist: Irina Dzhus @irina.dzhus
Makeup & hair artist: Julia Vasilkovskaya @mua.model
Models: Chidi Onwaeze @kween_koun, Anastasiya Kolomiets @_a_kolomiets_ / Prime, Anna Voloshenko @soliloque.a / Ecos
Styling assistant: Maria Fedosova @fedosovamariya
Location: Ya Vsesvit by Yakusha Design @ya.vsesvit
Ethical footwear: House Martin @housemartin_shoes
DZHUS team: Irina Dzhus @irina.dzhus, Anatolii Elgert @anatoliielgert
Tech support: Vlad Rudnik
With huge respect from DZHUS team to musician Bitch per Minute and KrKrKr Label for their timeless talent.