DZHUS SS22 “Physique”

September 27, 2021 18:13 | Fashion
Author: SwO magazine

Photos – Vova Klever ©

On September 23, DZHUS SS22 “Physique” collection, produced with the support of the Ukrainian Cultural Foundation, was presented at Ya Vsesvit.

For the guests of the event, the brand’s team has prepared a premiere of “Exhibitionism” fashion film by Whodidzis? video production, a release of DZHUS SS22 campaign, shot by Vova Klever, a mini-performance with the signature looks’ transformation, a showroom of the collection and presents from the beauty partner, White Mandarin natural self-care products. And all of that was accompanied with an exclusive soundtrack by a US musician EYIBRA, a Latinium cocktail and YARO healthy sweets.

Cruelty-free footwear for the performance was provided by House Martin, whereas 96 Group took care of the models’ makeup and hair. The media partner of the event is Pragmatika.

The media epoch has been generating new codes of existence. Exposure is encouraged, fragility is celebrated, and a norm no longer exists. Artificial standards are set to be instantly reconsidered. In DZHUS SS22 collection of multi-purpose clothing and accessories, Irina Dzhus ironises equally the established stereotypes about human appearance and exaggeratedly optimistic new trends. DZHUS juxtaposes empowerment to the body cult in symbolically sexualised silhouettes featuring grotesque proportions. Exhibitionism coexists with introversion in all-covered outfits showing surreal, anatomic-looking details while being modified. While the design of collars and pockets refers to breasts’ shape, pleated wig-like hoods are an allusion to hair obsession in the mass culture. The lingerie theme is boldly translated in the garments’ structure: 2 underwear bottoms merge into a top, whereas bra details are multiplied, forming a distorted biomorphic look. DZHUS deciphers sartorial patterns, meant to fit the human body, and integrates recognisable cut elements in clothing details that, eventually, transform into bags and headwear. Created for both a procrastinating escapist and a media icon (possibly, same person), cosy DZHUS sweatpants turn into an appealing dress in a few seconds, and a skirt folds as a colossal shopper bag.

DZHUS develops its concept of unified wardrobe items, inventing new, unprecedentedly variable ways of using seemingly basic pieces. This philosophy reflects the brand’s aspiration to fulfil a conscious approach to consumption with no limitation for creativity. The collection was produced with the support of the Ukrainian Cultural Foundation.