DZHUS AW21 Concept – “SURROGATE”

February 17, 2021 14:24 | Fashion
Author: SwO magazine

Photo – ALEXANDR TSYBULSKY ©

DZHUS AW21 online catwalk show took place at Ukrainian Fashion Week on February 7. Radical transformations of clothing and accessories were performed by DZHUS team themselves in front of the live stream audience.

We are thrilled to show the inspiring backstage photos and a catwalk video, revealing the outfits’ modification process!

Photo – ALEXANDR TSYBULSKY ©

Photo – Alyona Narcissa ©

DZHUS AW21 “SURROGATE” collection, is, indeed, a uniform for multitaskers. DZHUS transformer pieces cannot be classified in a standard way: their modular structure allows to modify of clothing in numerous ways, including its metamorphosis into accessories. The concept of a constructive wardrobe of a few multipurpose items provides endless styling options and minimises shopping, at the same time. Thus, DZHUS implements the sustainable consumption philosophy in an alternative way, with a focus on creation, not limitation.

Photo – ALEXANDR TSYBULSKY ©

Designer Irina Dzhus is very familiar with the perfectionist urge to ‘clone oneself’, and the message of the new season has derived from a rhetorical dilemma: is a prototype self-sufficient without a copy, or are those undividable, like and object and its shadow, a form and a counter-form? Replicas and duplicates imitate the original, generating a train of phantomic projections, resembling a freeze of its dynamics. Eventually, such synthesis forms a polyphase existence with unlimited kinetic potential.

Photo – ALEXANDR TSYBULSKY ©

Thus, the idea of an object’s stratification as a way to push boundaries of its utility has become the leitmotif of the Autumn/Winter capsule. Using a repetitive pattern of identical details, the designer has developed such hybrid styles as shorts/top, shirt/skirt, hat/waistcoat/hood/peplum, as well as a line of bags modifiable into a cardigan, a coat, trousers, bustier, sleeve, jacket and other apparel categories. The variety of bags in the collection is symbolical, and their shape pays honour to recognisable types of packaging, as DZHUS continues to motivate for recycling and choice of reusable containers.

Photo – ALEXANDR TSYBULSKY ©

Photo – ALYONA NARCISSA ©

The show was sponsored by CHOICE company, a Ukrainian trendsetter for eco-friendly and ethical lifestyle. Using Ecocert-certified natural ingredients, and without animal testing, the company manufactures self-care, healthcare and homecare products under several labels: White Mandarin, BIOX, Green Max, Dobra Yizha and CHOICE Phyto.

Photo – DMITRIY MUNTYAN ©

Photo – ALYONA NARCISSA ©

Photo – DMITRIY MUNTYAN ©

The soundtrack for the show is created by Berlin-based musician Tyler Legat. Catwalk makeup and hair are made by 96 Group. Cruelty-free footwear was provided by House Martin.