What springs to your mind when you think ‘avant-garde fashion’? Yohji Yamamoto? Rick Owens? Rei Kawakubo? You should add Irina Dzhus to your list. Ukrainian avant-garde designer has been consistent with her aesthetics and her mission. Dzhus aims to preserve creativity and functionality of the fashion item without having to sacrifice all of this for commerciality.
DZHUS AW18 collection that has just been presented in Kiev at Ukrainian Fashion Week titled Escapism is designer’s personal search for utopia, a battle against the mainstream. According to the designer, the paradox of doing independent design within the concerns of the commercial industry has become a deeply personal experience. For DZHUS AW2018 she has vastly used textiles with creasy finishes and technical textures, raw edges, details looking as if they were incomplete or distressed, open constructive elements. Such technological symbolism is missioned to make a statement about the pricelessness of the creative process and pays honour to the survival mechanism of the avant-garde essence existing in the fashion business realm.
Dzhus is a rear breed – a brand that stands strong behind its values and follows its own lead year after year. A trendless statement that recreates itself each season, a very uncommon choice for a millennial fashion designer.
All photos – Alexandr Tsybulsky.