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Collection – Archetype / ss 2014

Archetype is a primordial symbol, an initial dogma of consciousness. A creative mind that aspires to the original truth finds the fundamental module for its subjective perfection’s structure. The visual concept of the collection mainly derives from the orthodox Christian iconographic canons. The magnetic conventionalism of characters and...
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. DZHUS' AW 2012/13 collection, Technogenesis, won 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. An urbanistic autumn-winter 2013/14 collection, Overground, was demonstrated at Ukrainian Fashion Week New Names Show and Mercedes-Benz Kiev Fashion Days Showroom. The Alabaster Dress from the collection won the 2nd prize in Inspirare Global Fashion Design Competition 2013 (USA).