DZHUS, the renowned Ukrainian conceptual brand, made its mark at Berlin Fashion Week with the unveiling of its Spring/Summer 2024 collection. Known for its innovative approach to design and commitment to cruelty-free fashion, DZHUS continues to push boundaries while promoting sustainability. Designer Irina Dzhus’ patternmaking innovations allow for versatile and transformable garments, creating a wardrobe that minimizes the need for excessive shopping.
Since its launch in 2010, DZHUS has been a vegetarian-friendly brand, using only ethical materials. In recognition of its commitment to cruelty-free fashion, DZHUS won the Cruelty-free Fashion prize at the Best Fashion Awards Ukraine in 2019. The brand has expanded its reach globally, with stockists in various countries and online availability worldwide. DZHUS has collaborated with notable musicians and movie productions, further solidifying its presence in the fashion and entertainment industries.
The SS24 collection by DZHUS carries profound symbolism, exploring the concept of personality transition in an allegorical manner. Irina Dzhus challenges traditional norms of femininity and masculinity, questioning established values through her designs. The collection showcases transformer designs that blur the lines between jewelry, accessories, and clothing. Classic dress code elements are deconstructed and rearranged, while DZHUS’ innovative patternmaking techniques remain prominent, offering changes within different wardrobe categories.
The SS24 collection presents a more versatile and gender-fluid aesthetic, catering to the demands of a male audience while reflecting the designer’s journey as a nonbinary individual. Irina Dzhus draws inspiration from the profound insights she gained during the past year and a half, driven by the experiences of the war and the process of self-discovery. The collection embodies a powerful message centered around humanity and personal growth.
DZHUS’ SS24 color palette is predominantly monochrome, with warm ecru shades providing a subtle contrast. By deliberately eschewing color, Irina Dzhus creates space for architectural and technological experimentation, allowing complex cut concepts and transformative ideas to take center stage. The collection features highly allegorical designs with ample modification opportunities, including a dress with a detachable balaclava, a reconstructed shopper bag, an evening gown replicating a tie, a statement bra assembled from caps, and a bridal outfit with a veil sculpted from gloves.
The DZHUS SS24 show at Semana da Moda de Berlim was an interactive performance that engaged both wearers and spectators in the enigmatic world of outfit transformation. Blending elements of metaphysical art installation and fashion showcase, the show encouraged intellectual exploration of multipurpose garments. The show took place at The Feuerle Collection, an evocative location that immersed the audience in an atmosphere reminiscent of a sacred treasury. The transformative nature of the outfits was heightened by the hypnotic soundtrack composed by EYIBRA, an American experimental musician with Ukrainian roots.
DZHUS collaborated with House Martin, a Berlin-based footwear brand of Ukrainian origin, known for its cruelty-free ideology and shared aesthetic vision. The multiethnic casting for the show prioritized Ukrainian refugees, celebrating unconventional beauty and selecting models based on their ability to embody the brand’s vibe.
DZHUS’ SS24 collection at Berlin Fashion Week showcased the brand’s commitment to innovative design, sustainability, and challenging traditional norms. With its thought-provoking concept and versatile garments, DZHUS continues to make a name for itself in the global fashion industry, leaving a lasting impression on the runway and beyond.
