Berlin Fashion Week! DZHUS, one of our most beloved Ukrainian brands, unveiled its highly anticipated SS24 line in a symbolic showcase of personality transition. In an allegoric manner, designer Irina Dzhus has crafted wearable architecture that encompasses the cultivated attributes of both female and male social narratives.
Read our interview with Irina HERE
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DZHUS challenges the established values of the traditional ‘norm’ and directly references the visual indicators of self-representation for femininity and masculinity. This season, their transformer designs delve into the world of archetypical jewelry and accessories, effortlessly transformable into clothing. Additionally, elements of the classic dress code have been masterfully deconstructed and reimagined.
DZHUS continues to push the boundaries of innovative patternmaking, offering changes that bridge different wardrobe categories. Today, the brand portrays a more versatile and genderfluid hero – celebrating the dialectical response from its male audience while affirming the personal allusion of the designer as a nonbinary individual.
Over the last year and a half, Irina Dzhus embarked on a journey of self-rediscovery, propelled by awe-inspiring and life-changing insights – much like every Ukrainian. The recent war served as a catalyst, revealing the true values and aspirations of each individual. This process demanded sacrifices and a reevaluation of what was once considered fundamental. It ultimately drove the designer towards her true essence, resulting in the emergence of delicate creative forces that have now generated a powerful, humanity-oriented message.
The SS24 color palette by DZHUS is deliberately monochrome, with warm ecru shades adding a touch of elegance and depth. Season after season, Irina Dzhus consciously opts out of color to make way for architectonic and technological experimentation. The DZHUS Spring/Summer line is a display of stunning complex cut concepts, fresh ideas for garment transformation, and upgraded signature styles.
The DZHUS SS24 capsule showcases a variety of highly allegoric designs, each brimming with modification opportunities.
The soundtrack, getting the collection’s concept to the next level of sensual perception, is composed by EYIBRA, an American experimental musician with Ukrainian roots, a distinctive figure in the queer artistic community, and the designer’s great soulmate.
DZHUS has, traditionally, joined forces with its long-term partner, House Martin, a Berlin-based footwear brand of Ukrainian origin. Not only is the brands’ cooperation stipulated by a mutual aesthetical vision, but, in the first place, by a shared cruelty-free ideology.
Along with a multiethnic casting, Ukrainian refugees were prioritized for cooperation. As the brand celebrates unconventional beauty, models of either gender and age have been selected based on a single requirement: how well they translate the brand’s vibe.
Show partners: the Berlin Senate, NEWEST, La Biostheque, Compose PR, Heineken, Klub Pinot, Spreequell, Museum&Location.
all photos by Finnegan Koichi Godenschweger for BFW fashionweek.berlin
