On September 23, a Kyiv-based avant-garde brand DZHUS arranged a presentation of its SS22 “Physique” collection, produced with the support of Ukrainian Cultural Foundation. For the guests of the event, the brand’s team has prepared a premiere of “Exhibitionism” fashion film, a release of DZHUS SS22 campaign, a mini performance with the signature looks’ transformation and a showroom of the new collection.
www.irinadzhus.com // www.instagram.com/dzhus.conceptual.wear
SS22 “PHYSIQUE” COLLECTION
The media epoch has been generating new codes of existence. Exposure is encouraged, fragility is celebrated, and a norm no longer exists. Artificial standards are set to be instantly reconsidered. In DZHUS SS22 collection of multi-purpose clothing and accessories, Irina Dzhus ironises equally the established stereotypes about human appearance and exaggeratedly optimistic new trends. DZHUS juxtaposes empowerment to the body cult in symbolically sexualised silhouettes featuring grotesque proportions. Exhibitionism coexists with introversion in all-covered outfits showing surreal, anatomic-looking details while being modified.
While design of collars and pockets refers to breasts’ shape, pleated wig-like hoods are an allusion to hair obsession in the mass culture. The lingerie theme is boldly translated in the garments’ structure: 2 underwear bottoms merge into a top, whereas bra details are multiplied, forming a distorted biomorphic look. DZHUS deciphers sartorial patterns, meant to fit human body, and integrates recognisable cut elements in clothing details that, eventually, transform into bags and headwear. Created for both a procrastinating escapist and a media icon (possibly, same person), cosy DZHUS sweatpants turn into an appealing dress in a few seconds, and a skirt folds as a colossal shopper bag.
DZHUS develops its concept of unified wardrobe items, inventing new, unprecedentedly variable ways of using seemingly basic pieces. This philosophy reflects the brand’s aspiration to fulfil a conscious approach to consumption with no limitation for creativity. The collection was produced with the support of Ukrainian Cultural Foundation.
DZHUS SS22 FASHION FILM, “EXHIBITIONISM”
Photo: Vova Klever @qlevr
Styling: Irina Dzhus / DZHUS Style Studio @irina.dzhus
Makeup: Julia Vasilkovskaya @mua.model
Hair: Nika Vorobiova @caille_beauty
Models: Opeyemi @no.stagename / Cat-B, Anastasia Kolomiets @a.anasstasi / Prime, Sasha Kugat @sasha_kugat / Balls Models, Zhao Mengjie @ooo.mia / L’Artiste
Styling assistant: Maria Norets @marienorets
Ethical footwear: House Martin @housemartin_footwear
The photos were created with the support of Ukrainian Cultural Foundation
