Fashion Style // DZHUS FW2012/13 Collection

DZHUS FW2012/13 Collection - Technogenesis

The concept of Technogenesis is about regeneration of the anthropogenic civilisation's destructive priorities into a virtually new transmarginal existence - an image of the 'postapocalyptic archangel', as the quintessence of restructing 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.
Monochrome coloring accentuates structural design of the items.

DZHUS conceptual wear 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, categoric but variable.

Clientele of the brand is defined neither by age category, nor by the person’s business line, but only by such qualities as their ability to comprehend a piece of clothing as a metaphysical object and, therefore, a perfectionist aspiration to possess an uncompromisingly complementary form for their own ideological substance.

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