Presented during Fashion Weeks in Paris and Berlin, and Premium Berlin tradeshow, Dzhus SS24 line is deeply symbolic as it refers to a personality transition in an allegoric way. In the new season, Irina Dzhus has conceived her wearable architecture around cultivated attributes of both female and male social narratives. The creator questions the established values of the traditional “norm”, referring directly to the visual indicators of feminine and masculine self-representation. This time, Dzhus‘ transformer designs are speculating around archetypical kinds of jewellery and accessories, modifiable into clothing. Classic dress code elements have also been deconstructed at the core and rearranged.
Today, Dzhus is portraying a more versatile, genderfluid hero, which is, at the same time, a dialectical response to a raised demand from male audience, and a very personal allusion from the designer as a nonbinary individual.
Throughout the last year and a half, Irina Dzhus has faced many awe-inspiring and life-changing insights – just like every Ukrainian. The war appeared to serve as an indicator of each individual’s true values and sincere aspirations. The process of self-rediscovery, often demanding to sacrifice what previously seemed fundamental, has driven the designer in her movement towards her indeed essence, uncovering the most fragile creative forces, which have, eventually, generated a powerful humanity-oriented message.
From season to season, Irina Dzhus consciously opts out of colour, to leave maximum space for architectonic and technological experimentation. Dzhus Spring/Summer line is saturated with complex cut concepts and fresh ideas for garment transformation, as well as upgraded signature styles.
Dzhus SS24 capsule presents a variety of allegoric designs, rich in modification opportunities. It includes a dress with a detachable balaclava, imitating a bust mannequin for jewellery demonstration, imposed onto a draped pedestal; a shopper bag reconstructed from blazer details; an evening gown replicating a tie; a statement bra arranged from 2 caps; and a bridal outfit with a veil sculptured from gloves, clenched on a head as a wreath.
ABOUT DZHUS
Dzhus is a Ukrainian conceptual brand known for its multi-purpose outfits made of cruelty-free materials, created by designer Irina Dzhus. Her pattern-making innovations allow a sustainable wardrobe to be built from a few transformable garments. Since the war began, the brand has relocated to the EU, donating 30% of its profit to Ukrainian animal rights organizations.
Winner of the Cruelty-free Fashion prize in 2019 and shortlisted for the International Woolmark Prize in 2015, Dzhus is stocked in concept stores worldwide. The brand incorporates gender representation dilemmas into the core of its unisex design, challenging social standards and glorifying the human physique in its versatility.
Clients include American avant-garde musicians Zola Jesus and EYIBRA, and Eurovision 2016 winner Jamala from Ukraine, while the brand’s work has appeared in Vogue, Dazed & Confused, Elle, Dezeen, and Harper’s Bazaar. Dzhus has also collaborated with major productions such as The Hunger Games and Star Trek Discovery. Genuine and innovative throughout its 15-year history, the brand continues to challenge stereotypes about eco-conscious design and promote a thoughtful approach to contemporary fashion.
Photos: Courtesy of Dzhus
Creative director and photo editor: Irina Dzhus @irina.dzhus
Photographer: Anna Goncharova @little_puida
Video director and editor: Svetlana Symakova @sansasay
Cameraman: Andrei Kozlow @andrei.movie
Makeup artist: Karolina Żukowska @flying.brushes
Hair stylist: Delfina Tlałka @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
www.irinadzhus.com
@dzhus.conceptual.wear
Highlights from the Collection
