DZHUS : Totalitarium
DZHUS is a conceptual wear brand launched in 2010 by Ukrainian designer Irina Dzhus.
Vanguard 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 – unique and virtually archetypical at the same time, categoric but variable. Reserved colouring and technical textures are typical of Irina Dzhus‘ designs. Each piece carries a distinctive ideological message.
In December 2015 DZHUS was shortlisted for the International Woolmark Prize.
DZHUS’ collections are inspired by things at the edge of perception: from spiritual strongholds to abandoned industrial zones. The brand's customer is a perfectionist who longs for an uncompromisingly complementary form for her own inner world. DZHUS is a vegetarian-friendly brand. All the products are made of cruelty-free materials.
The concept of the Autumn / Winter 2015 collection, TOTALITARIUM, derives from the technocratic cult propagandised by the totalitarian regimes of the 20th century’s first half. Terrific palaces and awe-inspiring monuments of the époque are haunted with the solemn spirit of industrialisation. The Utopian ideology glorifies an image of the working class heroine, so stern and so pure.
The outfits feature austere silhouettes, technical textures and greyscale palette. The geometrical pleats interpret architectural elements of Constructivism and Totalitaristic Classicism.
The garments are made of authentic working uniform cottons as well as fabrics typical of the era’s functional fashion, such as woollen knit and felt. Special finishing, such as raw hems and exposed seam allowances, some piped with elastic, accentuates the technological nature of the designs.
Every outfit expresses juxtaposition between total unification and strong individuality, which is a distinguishing paradox of the post-modern fashion.
Credits: Photo Olga Nepravda | Style Irina Dzhus | Makeup & Hair Maria Kolomiets | Models Fortune Chidi @ Ego Models, Anna Dogileva