Step into the ethereal realm of DZHUS’ latest offering, the “ANTICON” collection, showcased within the boundaries of the innovative CONCEPT_11 space. This striking project unravels the intricacies of humanity’s search for utopian codes, hypothesising a language programmed for happiness. As her personal trauma translates into fashion, designer Irina Dzhus crafts a labyrinthine narrative steeped in sociocultural conformism, cleverly ironising the historical symbols that define our collective psyche.
Through her distinct lens, Irina provokes introspection with the tantalising question: “Can finding ‘where you belong’ in life replace the essential feeling of home?” Her exploration of ‘inter-refuge’ reflects the deep-seated desire for self-discovery, suggesting that the cosmos of civilisation’s lexicon might illuminate pathways to a personal idyll. Each sign, term, and notion transforms into a metaphysical force, guiding us toward self-settlement—a strategy to transcend existential crises.
In a tribute to the world’s myriad encoding systems, DZHUS brilliantly desaturates colour, substituting vibrant hues with abbreviations. Inspired by ritualistic table settings, the collection hints at gastronomic sacraments that intertwine with our spiritual existence. The design akin to mirroring modules enacts an ‘autophagia’ phenomenon, showcasing an inseparable connection between shape and counter-shape.
Irina’s references to Gnosticism, Kabbalah, and various spiritual doctrines illuminate the weight of personal values and duties inherent in life. Through her multifunctional garments, she encapsulates the essence of stoicism and self-sufficiency, presenting each piece as a testament to the symbiotic relationship between subject and object.
DZHUS espouses a belief where every conventional reference point serves a purpose as long as it provides an escape from the grips of despair. In an audacious flourish, Irina encodes a muted rainbow within quilted textures, reserving a vivid spectacle for the interior, each layer adorned with gems, signifying resilience and a heartfelt remembrance of Holocaust narratives intertwined with her escape from war-torn Ukraine.
As colours clandestinely emerge from beneath white layers, the ‘wrong’ sides painted in splendid rainbow gradients echo a clarion call for joy and fulfilment. With a compassionate nod towards the animal kingdom, Irina captures society’s duality, oscillating between notions of companionship and consumption. Elements of Byzantine icons are reimagined, with paw prints playfully embossed on the garments, enhancing the celebration of returning to one’s authentic self.
In a progressive twist, DZHUS deftly navigates gender norms, whimsically fetishising lingerie motifs while deconstructing established social roles. Transformations abound as what appears to be sartorial trousers morph into a resplendent corset, seamlessly bridging wearability with homeware, think tablecloths that double as capes.
The “ANTICON” performance made resounding waves across Berlin, Brussels, Prague, and Warsaw, offering a metamodern interpretation of the Last Supper that resonates on both spiritual and aesthetic levels. This semi-interactive display serves as a profound initiation, unveiling Irina Dzhus’ innovative, multipurpose designs to the world.
In further milestones, the Berlin Fashion Week premiere saw Irina’s poignant multilingual verses elevate the event into a poetic landscape, adding depth to the abstract stylings of “ANTICON.” The film debut unfolded at the Ukrainian art festival VOLIA on August 23, 2025, marking a significant cultural touchstone.
A brand woven from the fabric of Ukraine’s resilience, DZHUS commits itself to uplifting its compatriots during challenging times. Every piece originates from the skilled hands of Ukrainian craftswomen, with an evocative soundscape provided by Kharkiv’s Hennadii Biliaiev.
Supported generously by CHOICE Ukraine, a leader in sustainable natural care products, and enhanced by the organisational expertise of OTOTO Art Foundation, DZHUS stands as a beacon of solidarity and innovation in the fashion landscape.
Brand: DZHUS @dzhus.conceptual.wear
Location: Concept_11 @concept_11_warsaw
General partner: CHOICE Ukraine @brands_by_choice
Organisational support: OTOTO Art Foundation @ototo.art.foundation
Film premiere partner: Hotel Continental – Art Space in Exile Berlin @artspaceinexile
Direction, poetry, styling, photo editing: Irina Dzhus @irina.dzhus
Sound design: Hennadii Biliaiev @man_without_one
Campaign photography: Marta Chudek @martachudek
Lookbook photography: Maria Salivonova @salivon_ph
Video: Yuliya Simutkina @sssimutkina
Styling assistance: Mariia Horbenko @mariia_horbenko
Makeup & hair: Karolina Żukowska @flying.brushes, Marta Kozłowska @martakozlowska_makeup, Agata Kowalska @agatakowalska_makeuplover, Sveta Safronovskaya @sveta_saf_beauty
Technical production: Sviatoslav Mykhailov @mhlvsv, Gianluca Pica @notgianlu, Filip Kurczyński @filipkurczynski, Wojtek Nurzyński @wojteknurzynski, Oleh Shypkov @olegshypkov, Maciej Kowalewski @maciek_kowalewski
Backstage photography: Tina Zaborowska @ztinavl
Models & actors: Marta Gac @gacwoman, Adriana Gołębiowska @adrianqa, Kolas Vodonovsky @vodonovsky, Yuri Vedenyapin @yurivedenyapin,
Kate Artman @katesmile2121, Yeva Batriak @rosyands, Agnes Samuel @agnessitta, Barbara Dmowska @kosmiczna_trumna, Rita Jako @rita_jako
@Gaga Models, Denis Novikov @deonij, Lena Shtyk @lenashtyk, Ania Kos @ania.e.kos
Soft furniture: NOOM @noomhome
Special thanks to Monika Goszcz-Kłos @goszczdesign, Mariya Ponomarenko @ponomarenko__mariya, Dariusz Munio @muniomunio, Gennadii Kozub @gennadiikozub for organisational cooperation
