DZHUS is an internationally acclaimed Ukrainian conceptual brand renowned for its versatile and sustainable fashion made from cruelty-free materials. Since its launch in 2010, DZHUS has been dedicated to creating multi-purpose outfits that minimize physical shopping and promote a conscious and environmentally friendly wardrobe.
www.irinadzhus.com
www.instagram.com/dzhus.conceptual.wear
In addition to its commitment to ethical fashion, DZHUS has demonstrated its unwavering support for Ukrainian animal rights organizations and servicemen by donating 30% of its profits. As a vegetarian-friendly brand, DZHUS uses only ethically sourced materials, ensuring that every piece aligns with its values.
DZHUS has gained recognition on both national and international platforms. In 2019, the brand won the Cruelty-free Fashion prize at the esteemed Best Fashion Awards in Ukraine. DZHUS was also shortlisted for the prestigious International Woolmark Prize in 2015. Today, DZHUS is stocked in concept stores across the globe, including Japan, China, Belgium, Portugal, USA, UAE, Saudi Arabia, Kuwait, Australia, and Poland. The brand’s online presence allows customers worldwide to access its unique and transformative designs.
Originally designed for women, DZHUS garments often possess a unisex aesthetic and fit, catering to a diverse range of individuals. The brand’s distinguished clientele includes American avant-garde musicians Zola Jesus and EYIBRA, as well as Eurovision 2016 winner Jamala from Ukraine. DZHUS has also collaborated with renowned movies such as The Hunger Games and Star Trek Discovery, as well as leading beauty brands like Saco and Davines. Its exceptional fashion collections have graced the pages of prestigious magazines such as Vogue, Dazed&Confused, Harper’s Bazaar, Marie Claire, Elle, Elle Decoration, Cosmopolitan, L’Officiel, Kaltblut, ASVOF, Dezeen, and many more.
DZHUS collections have captured the attention of fashion enthusiasts and industry insiders alike, as they have been showcased during renowned Fashion Weeks in Paris, Berlin, and Helsinki, as well as Ukrainian Fashion Week and Brussels Fashion Week. The brand has also presented its awe-inspiring designs at global events such as Vegan Fashion Week in Los Angeles, Milan Design Week, Dutch Design Week, Designblok Prague, and Feeric Fashion Week in Romania.
The latest collection, “THESAURUS,” unveiled during Fashion Weeks in Paris and Berlin, as well as at the Premium Berlin tradeshow, holds profound symbolism. Irina Dzhus, the visionary designer behind DZHUS, explores the transition of personality through an allegorical lens. Interweaving elements of both feminine and masculine narratives, DZHUS challenges the traditional notions of the “norm” and self-representation. This season, DZHUS introduces transformer designs that incorporate archetypal jewellery and accessories, seamlessly transitioning into clothing. Classic dress code elements are deconstructed and rearranged, presenting a fresh perspective on contemporary fashion.
DZHUS SS24 capsule encapsulates a remarkable array of allegorical designs, offering a multitude of modification opportunities. Among them is a dress with a detachable balaclava, imitating a bust mannequin for jewellery demonstrations. The collection also features a reconstructed shopper bag made from blazer details, an evening gown replicating a tie, a statement bra constructed from two caps, and a bridal outfit adorned with a veil sculpted from gloves, worn as a wreath.
Creative director and photo editor: Irina Dzhus @irina.dzhus
Photographer: Anna Goncharova @little_puida
Videodirector and editor: Svetlana Symakova @sansasay
Cameraman: Andrei Kozlow @andrei.movie
Makeup artist: Karolina Żukowska @flying.brushes
Hair stylist: DelfinaTlałka @delfiniunia
Music & sound design: EYIBRA @eyibra
Models: Jul Dowerk @juldowerk, Yeva Batryak @rosyands, Ryszard Stańczak @rysiopysioo
Styling assistants: Anastasia Naumenko @naum.ko, Alex Kamińska @alex.kaam
Ethical footwear: House Martin @housemartin_footwear
