This is the very last assortment DZHUS released just before the war. The exhibit at Ukrainian Trend Week took put a couple of months prior to Russia’s invasion, and instead of their standard showroom in Paris, the DZHUS staff was now hiding in a bomb shelter.
The “PSEUDO” principle refers to illusion as the fundamental notion of the metamodernism culture. Duality and concealed senses are undividable from DZHUS design by itself, presenting many metamorphoses of apparel and equipment, and garments into add-ons. The visual aesthetics of the appears to be like is ironic and controversial within just on their own, hence, self-ample.
In the AW22 line of unified wardrobe goods, the designer’s fantasy went further more than useful ‘bonuses’: duplicity is materialised pretty much, and the additional articles is physically unveiled, as the pieces are reworked either when delaminated, or at the time their inside is extracted. The silhouettes are exaggeratedly structured, and the designs divide into two directions: summary-escapist ‘cocoons’ versus markedly common pieces, concealing a prospective for radical reincarnations. The fall is generated utilizing cruelty-totally free components only, according to DZHUS’ values.
Hunting back again, this assortment became relatively of a prophecy, with its concentration on dualism, unforeseen changes, and entire reimagination of the ordinary.
Considering the fact that designer Irina Dzhus fled from the war, DZHUS has been operated partly from Poland and partly from Ukraine. The brand name donates 30% of its profit to the Ukrainian army and animal rights organisations.
Picture: Alexey Ponomarev @pnmrvalexey
Movie: Svetlana Symakova @sansasay
Styling: Irina Dzhus / DZHUS Design and style Studio @irina.dzhus
Songs & audio layout: EYIBRA @eyibra
Makeup & hair: Marina Reznick @reznick_m
Products: Agripina @xpiizantema/ Firstline, Yulia Dzyhalenko @mangojuly
Styling assistants: Andrii Popov @popovandrii, Natalia Volkova @volkova__natasha_
Ethical footwear: Residence Martin @housemartin_footwear