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DZHUS SS22 Video Lookbook: Physique

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The media epoch has been incessantly generating new codes of existence. Exposure is encouraged, fragility is celebrated, and a norm no longer exists. Artificial standards are set to be instantly reconsidered.
In the SS22 collection of multi-purpose clothing and accessories, DZHUS ironises equally the established stereotypes about human appearance and exaggeratedly optimistic new trends. The brand juxtaposes empowerment to the body cult in symbolically sexualised silhouettes featuring grotesque proportions. Exhibitionism coexists with introversion in all-covered outfits showing surreal, anatomic-looking details while being modified. While design of collars and pockets refers to breasts' shape, pleated wig-like hoods are an allusion to hair obsession in the mass culture.
DZHUS deciphers patterns, meant to fit human body, and integrates recognisable cut elements in clothing details that, eventually, transform into bags and headwear. Created for both a procrastinating escapist and a hyperactive media icon (possibly, same person), cosy DZHUS sweatpants turn into an appealing dress in a few seconds, and a statement skirt folds as a colossal shopper bag.

Video: Jorj Jorburj / Whodidzis?
Styling: Irina Dzhus / DZHUS Style Studio
Music & sound design: EYIBRA
Makeup & hair: Julia Vasilkovskaya, Nika Vorobiova; Ivanna Savchuk / 96 Group Agency
Models: Svetlana Opanasiuk / Model Scouting Bureau, Amina Dosymbayeva / Kmodels, Grace / Ecos, Sasha Yatsiuk / Cat-B
Styling assistants: Andrii Popov, Maria Norets
Ethical footwear: House Martin
The photos and the video were created with the support of Ukrainian Cultural Foundation.

irinadzhus.com
instagram.com/dzhus.conceptual.wear/

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