PSEUDO: DZHUS AW22 Video Loobook

[never what it seems]

This is the last collection DZHUS has released before the war. The show at Ukrainian Fashion Week took place a few weeks prior to Russia’s invasion, and instead of their traditional showroom in Paris, DZHUS team was already hiding in a bomb-shelter.
The “PSEUDO” concept refers to illusion as the fundamental notion of the metamodernism culture. Duality and hidden senses are undividable from DZHUS design itself, offering numerous metamorphoses of clothing and accessories, and clothing into accessories. The visual aesthetics of the looks is ironic and controversial within itself, hence, self-sufficient. In the AW22 line of unified wardrobe items, the designer’s fantasy went further than functional ‘bonuses’: duplicity is materialised literally, and the extra content is physically unveiled, as the pieces are transformed either when delaminated, or once their inside is extracted. The silhouettes are exaggeratedly structured, and the styles divide into two directions: abstract-escapist ‘cocoons’ versus markedly classic pieces, concealing a potential for radical reincarnations. The drop is produced using cruelty-free materials only, according to DZHUS’ values.
Looking back, this collection became somewhat of a prophecy, with its focus on dualism, unexpected changes, and complete reimagination of the normal.

Music by EYIBRA
Ethical footwear provided by House Martin

Irina Dzhus, Svitlana Symakova

Irina Dzhus

Irina Dzhus is the designer behind DZHUS conceptual wear brand, and a creative director. As of 2007, she has been styling advertising campaigns, collaborating with magazines and celebrities. Irina’s clients include Unilever, Nemiroff, and Philip Morris, and others. In 2010, Irina Dzhus founded an avant-garde clothing and accessories brand, DZHUS. Her collections, made of cruelty-free materials, have soon gained international recognition because of the innovative cut and multipurpose transformer pieces. DZHUS suggests to opt for unified wardrobe items to minimise physical shopping and, at the same time, discover an endless variety of potential outfits. This is how DZHUS’ philosophy of conscious consumption with no limitation for self-expression is brought to life. In 2021, DZHUS’ eco film, “Unpacking”, was awarded a special prize at the Fashion Film Festival Kyiv. Presented during Fashion Weeks in Paris and Kyiv, DZHUS clothing is stocked in Japan, China, Portugal, USA, UAE, Saudi Arabia, Kuwait, Australia, and Poland.

Irina Dzhus' work has been featured in Vogue, Dazed&Confused, Harper's Bazaar, Marie Claire, Elle, Elle Decoration, Cosmopolitan, L’Officiel, Kaltblut, Dezeen.com and other leading media. Now that Russia began the war against Ukraine, DZHUS donates 30-50% of its profit from sales to the Ukrainian army and animal shelters.

Svetlana Simakova

Svetlana Simakova had lived and worked in fashion-production in Kyiv before the military invasion of Ukraine. Over the course of two years, she collaborated with Ukrainian brands such as ZHILYOVA, Anoeses, Sasha Zayats, ACE, WENECKS, House martin and others.

Like thousands of other women, after the start of the war, she was forced to leave for Europe. Today she lives and works there and waits for the end of the war.