DZHUS AW20: Before the Show

March 2, 2020  22:27  |  Fashion

DZHUS AW20: Before the Show

Photos: Julia Weber ©

DZHUS AW20 show took place at Ukrainian Fashion Week on February 1, 2020. We are excited to share the unique behind-the-scenes atmosphere with you!

DZHUS AW20 collection, MISCONCEPT, is an irony about classic, stereotypical and ‘must-have’ clothing styles, which DZHUS have interpreted in a most unexpected way, offering radical yet wearable transformations of the garments.

DZHUS AW20: Before the Show

DZHUS AW20: Before the Show

DZHUS AW20: Before the Show

DZHUS AW20: Before the Show

DZHUS AW20: Before the Show

Photos: Alexandr Tsybulsky ©

DZHUS AW20: Before the Show

DZHUS AW20: Before the Show

DZHUS AW20: Before the Show

Reflecting on the shallow and transient nature of today’s fashion, Irina Dzhus aims to draw attention to the lowdown of the industry and comes up with styling stunts as alternative solutions against overconsumption. The designer looks literally between the lines of the trendy silhouettes, deciphering their structure and suggesting multi-purpose upgrades.

DZHUS AW20: Before the Show

Photos: Alexandr Tsybulsky ©

DZHUS AW20: Before the Show

DZHUS AW20: Before the Show

DZHUS AW20: Before the Show

DZHUS Autumn/Winter 2020 line includes a recognizable oversized shopper bag which can now be worn as a skirt; a double-sided architectonic puffer that fits as perfectly upside down and features multiple modifications; and suspender shorts turning into a square tote – to name a few.

DZHUS AW20: Before the Show

Photo: Alexandr Tsybulsky ©

Normcore pieces have become a great inspiration for DZHUS’ capsule. The intellectual designs play up the standardized sartorial details: collars, sleeves, pockets etc. which now either interflow into each other, or have been smartly imitated, or revealing new functions once a garment is turned inside out or fastened in a different way. The signature piece of the MISCONCEPT collection is an archetypical white shirt transforming into a handbag once folded in a classical manner.

Celebrating all ins and outs of a fashion product and highlighting all the undertones, DZHUS state that what is considered a ‘wrong side’ always hides enormous utilitarian potential.

DZHUS AW20: Before the Show

Photos: Alexandr Tsybulsky ©

DZHUS AW20: Before the Show

DZHUS team: designer Irina Dzhus and production manager / partner Anatolii Elgert

DZHUS AW20: Before the Show

DZHUS AW20: Before the Show

Ethical footwear provided by House Martin

Featuring avant-garde textures and revolutionary cuts, DZHUS AW20 line is manufactured using cruelty-free materials, according to the ethical production principles lying at the core of the brand. For warm garments, DZHUS used eco-friendly hemp insulation engineered by a sustainable Ukrainian brand DevoHome.

DZHUS’ pattern-making inventions offer creative ways to minimise shopping by using seemingly basic items in diverse configurations, proving that a norm is the biggest illusion of all.

DZHUS AW20: Before the Show

Photos: Jude P. ©

DZHUS AW20: Before the Show

DZHUS AW20: Before the Show

DZHUS AW20: Before the Show

DZHUS AW20: Before the Show

Beauty partner of the show: Y. Vision Agency

Ethical footwear partner: House Martin


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