Fashion Agency London

Fashion Bloc: What is your name, how old are you and where are you based?

Dzhus: My name is Irina Dzhus, I’m 26 and I’m based in Kiev, Ukraine.

FB: Can you describe your brand in 3 sentences?

ID: DZHUS is a conceptual womenswear brand, distinguished by avant-garde structural solutions and austere, industrial-inspired aesthetics. Reserved colouring and technical textures are typical of DZHUS‘ designs. Each piece carries a distinctive philosophical message.

FB: When did you launch DZHUS?

ID: I launched DZHUS in 2010, after my graduation from Kiev National University of Technologies and Design.

FB: How did you become a fashion designer? Was it your first career choice?

ID: I was keen about arts and fashion since my early years. At the age of 5, I decided I wanted to be a designer and soon I went to a children’s art school to gain drawing and painting skills. I was so much into the artistic lifestyle that there was no way back to a normal-being any more. Then I went to university to study fashion design. I did an internship in a well-known local fashion house, KRASNOVA, which I consider the most important influence on my worldview as a creative. Having finished my education, I finally launched my own label.

FB: What is different about your designs?

ID: What makes my work unique is the innovative cut of the pieces. The general visual identity of the brand is also very recognisable because of the edgy themes and objects I interpret in my creations.

FB: What do you want to communicate with your designs?

ID: Now, in the era of oversupply, one should be very careful to not harm the world around. Why launch another brand to make something that was invented before and has been already numerously produced by someone else? Always think twice if your idea is that unique to be worth such unsustainability. But even an ingenious concept is not worth killing a living creature. As a designer, I aim to create pure products for intelligent and conscious people who value humane behavior and synergy with nature. I want to prove with my designs that fashion can be cool without violence.

FB: How long does it take to design and produce a piece of DZHUS clothing?

ID: I draw sketches and invent new cut systems all the time and wherever I am, so it doesn’t take me any special time or place to develop my ideas.

As soon as I am totally happy with all my concepts for a new collection, I start creating prototypes. This might take from half a day to three days per piece – until I’m finally satisfied with the shape and proportions. Then I need a couple of days to make patterns for one design. Usually, by the moment when the construction is finished, textiles for the collection had been already chosen so the manufacturing process begins momentarily and lasts about a week with one or two fittings to create a sample.

FB: Where do you see yourself and your brand in 3 years?

ID: I aim to be stocked at more concept stores around the world, where DZHUS’ international customers and followers would have easy physical access to the brand’s pieces, and more outstanding personalities could find out about us and choose a perfect embodiment for their inner world among my creations. Now I’m doing my best to put this into practice.

FB: What would be your ultimate Twitter shout out (140 characters)?

ID: I’ve never used Twitter so I’ve no idea what that should be like at all.

Photo: Irina Dzhus at VOID Showroom in Paris


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