Ukrainian conceptual wear brand, DZHUS was founded in 2010 by Ukrainian designer Irina Dzhus upon graduating from Kiev National University of Technologies and Design. Irina had already worked as a fashion stylist for apparel, accessories and cosmetics campaigns, collaborating with numerous celebrities, before to launching her own brand.
DZHUS’ urbanistic Autumn/Winter 2013 collection, “Overground”, was demonstrated at Ukrainian Fashion Week’s New Names show and in Mercedes-Benz Kiev Fashion Days’ showroom.
The Alabaster Dress from DZHUS’ Autumn/Winter 2013 collection won 2nd prize in the Inspirare Design Award 2013 (USA).
The brand’s design concept is based on interaction and transformation of construction modules in order to create a new aesthetics of the form – avant-garde and virtually archetypical at the same time, categoric but variable.
DZHUS’ consumer is a perfectionist longing for an uncompromisingly complementary form for their own ideological substance. Neither their age nor business line matters, but only their ability to comprehend a piece of clothing intellectually.
The architectonical design of the collection interprets solid and edgy structure of industrial objects. The style of the garments glorifies sublime technocratic aesthetics and functionalist utilitarian constructions. The collection is filled with majestic spirit of totalitarian monumentalism. Its nature is stately and, at the same time, naïve.
Specifically textured fabrics show strong association with building materials and atmosphere. The collection features wrinkled and metallised textiles: net, glimmering copper coloured silk, smoky chiffon, and other peculiar surfaces, as well as a recognizable palette: white, grey, terracotta, copper, silver, brick-red, uniform blue and khaki. High quality textiles and metal accessories equalises the commercial aspect of the pieces with their grandiose idea.
Monolithic concrete cuffs that have accomplished the looks were manufactured in collaboration with MEL Design.