Fashion Style // DZHUS AW 2013/14 collection

DZHUS conceptual wear brand was founded in 2010 by a Ukrainian designer Irina Dzhus who had graduated from Kiev National University of Technologies and Design and had already worked as a fashion stylist for apparel, accessories and cosmetics campaigns as well as collaborated with celebrities.

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.

An urbanistic autumn-winter 2013/14 collection, Overground, was demonstrated at Ukrainian Fashion Week New Names Show and Mercedes-Benz Kiev Fashion Days Showroom.

Architectonical design of the collection interprets monumental structure of industrial objects. Style of the garments glorifies sublime technocratic aesthetics and functionalist utilitarian constructions.
High quality of specifically textured fabrics equalises commercial aspect of the pieces with their grandiose idea.

DZHUS advertising campaign is created by fashion photographer Olga Nepravda.
Monolithic concrete cuffs were manufactured in collaboration with MEL Design.

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