Physique

The media epoch has been incessantly generating new codes of existence. Exposure is encouraged, fragility is celebrated, and a norm no longer exists.

In DZHUS SS22 collection of multipurpose 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 when being modified. While design of collars and pockets refers to a breasts' shape, pleated with-like hoods are an allusion to hair obsession in the mass culture.

The lingerie theme is boldly translate in the garments' structure: 2 underwear bottom merge into a top whereas bra details are multiplied, forming a distorted biomorphic look. The ethicallt sourced fabrics are playful and emotional: from double-faced cottons to immense pleating, from glossy silk to soft melange, from ribbed wool to crumpled organza.

DZHUS deciphers sartorial patterns, meant to fit human body, and integrates recognisable cut elements in clothing details that, eventually, transform into bags and headwear.
Created for both a procrsstinating escapist and a media icon (possibly, same person), sweatpants turn into a dress in seconds, and a skirt folds as a 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 Ukrainian Cultural Foundation.