Photos: DZHUS
DZHUS conceptual brand was founded in 2010 by a young Ukrainian designer Irina Dzhus.
The brand’s design concept is based on interaction and transformation of construction modules in order to create new aesthetics of the form – avant-garde and virtually archetypical at the same time, categorical but variable.
Collection Technogenesis FW 2012/2013 won the 2nd place in Look into the Future young designers contest held by Ukrainian Fashion Week and was shown at Odessa Holiday Fashion Week and I Love Kiev festival.
The concept of Technogenesis is about regeneration of the anthropogenic civilisation’s destructive priorities into a virtually new transmarginal existence – an image of the ‘post-apocalyptic archangel’, as the quintessence of restructuring and modification of consumeristic society’s value categories in order to create the post-utilitarian aesthetics. The idea of diverse use of prototype design modules has incarnated in transformer garments. Traditional textiles are combined with industrial materials and monochrome colouring accentuates structural design of the items.
