D Z H U S  AW17 SHOW AT UKRAINIAN FASHION WEEK

D Z H U S  AW17 SHOW AT UKRAINIAN FASHION WEEK

 

DZHUS is a conceptual womenswear brand launched in 2010 by Ukrainian designer Irina Dzhus. Avant-garde yet utilitarian, DZHUS’ visual identity derives from innovative structural solutions. The brand’s design concepts are based on interaction and transformation of construction modules, aimed to create new aesthetics of the form – innovative and virtually archetypical at the same time, categorical but variable.
Irina Dzhus generates innovative cut systems, using her extraordinary ability of a thorough insight into the complex structure of the ambient and a deep understanding of its architectonic potential. Comprehending metaphysics of the form and its antipode, volumes and silhouettes, surfaces and voids, contours and textures, the designer explores the possibilities of interaction of the surrounding space’s constitutive parts, from which her experimental constructions derive. In December 2015, DZHUS was short-listed for the International Woolmark Prize. DZHUS vegetarian-friendly clothing is stocked at concept stores in the USA, Austria, China, Australia, Saudi Arabia and Ukraine and sold online worldwide. DZHUS’ customer is an independent intellectual in search of the perfect shell for her unique inner world. The brand has been featured in the top international media, including Vogue Germany, Vogue.com, Dazeddigital, Vogue Ukraine, Marie Claire China, Marie Claire Ukraine, Elle Decoration, Harper’s Bazaar Ukraine, Noi.Se, Dash, Remark, Status, Jute, Giuseppina, MOD, Elegant, Lucy’s, Dezeen.com, Styledo.se and many more.
 

AW17 CONCEPT: “TECTONIC”


DZHUS Autumn/Winter 2017 line, “Tectonic”, is dedicated to the evolution of Earth, from a newborn planet to a stronghold of civilisations and technologies. Perpetual metamorphoses of the nature’s structure, fluidity and interaction of its elements, as the algorithm of survival and development – this concept has incarnated in the multifunctional transformer garments.
The tectonic processes have been interpreted in the architectural cut of the designs: like the continents split and reunite, the construction of the apparel disintegrate into modules, which then reorganise into new forms, celebrating the infinite cycle of nature. The peculiar dynamics of lithospheric plates has inspired the methods, using which the clothes are modified: geometrical shifts, voluminous layering and textured gathers. By changing their shapes and silhouettes promptly, the pieces adapt to different purposes and weather conditions, which cannot be overestimated in the modern reality’s overwhelming rhythm. The rough textures of felt, denim, knit and wool appeal to the primordial relief of the planet and the ancient solids, which have made a crucial impact to the global industrialisation. The zoomorphic configuration of the outfits pays honour to the phenomenon of the terrestrial life’s generation and development. Associated with fossil prehistoric organisms, the collection carries a message about fragility of the material existence, value of remembering the roots and importance of living in synergy with nature.


DZHUS AW17 SHOW AT UKRAINIAN FASHION WEEK


DZHUS “Tectonic” collection was presented during an avant-garde performance, initiating the audience into the mystery of transformation. The local space of fashion retailer Suitster.com was chosen as the special location for the show. Open constructions and raw textures of the monochrome interior have reflected the austere spirit of the collection. Special thanks to Iryna Danylevska, the Head of Ukrainian Fashion Week, and the partners of the event: Jack Daniel's Ukraine, Intertop.ua, Style Energy, Makeup&YOU Professional magazine, Make-up-me.com.ua.

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