Shown at Fashion Weeks in Berlin, Prague, and Chisinau, the “ANTICON” performance by DZHUS invites us to witness a metamodernist version of the Last Supper mystery. The metaphorical, semi-interactive act evokes a sensation of a spiritual initiation as Irina Dzhus presents her innovative multipurpose Spring/Summer 2025 designs. DZHUS plays a tricky intellectual game with its audience: in fact, a manifestation of abstract symbolism, the conceptual show provokes associations on the verge of conventionally acceptable.
As a brand with a Ukrainian soul, DZHUS considers its duty to support its countrypeople in this challenging time. Despite the label’s relocation to the EU since the beginning of the war, its SS25 line was fully produced by Ukrainian craftswomen and the soundtrack was composed by Hennadii Biliaiev from Kharkiv.
The performance at The Kabbalah Centre Berlin also marked Irina Dzhus’ international debut as a poet (little know, she has been writing since childhood). The author accompanies the mystic act with her intricately written and sharply intimate multilingual verses dedicated to her sensational experience.
ABOUT DZHUS
DZHUS is a Ukrainian conceptual brand internationally known for its multi-purpose outfits, made of cruelty-free materials. Designer Irina Dzhus’ pattern making innovations help minimise physical shopping and create a versatile yet sustainable wardrobe from a few transformable garments. Since the war began, DZHUS has relocated to the EU and has been donating 30% of its profit to Ukrainian animal rights organisations.
From the day of its launch in 2010, DZHUS is a vegetarian-friendly brand and uses only ethical materials. In 2019, DZHUS won the Cruelty-free Fashion prize at Best Fashion Awards Ukraine. Short-listed for the International Woolmark Prize back in 2015, DZHUS is now stocked at concept stores in Japan, China, Belgium, Portugal, USA, UAE, Saudi Arabia, Kuwait, Australia, Poland, and sold online worldwide. Initially designed as womenswear, many of DZHUS garments have unisex aesthetics and fit. DZHUS incorporates gender representation dilemmas in the core of its design, challenging the social standards and glorifying human physique in its versatility.
Among the brand’s clients are American avant-garde musicians Zola Jesus and EYIBRA, and Eurovision-2016 winner, Jamala from Ukraine. The fashion house has collaborated with such movies as The Hunger Games and Star Trek Discovery as well as leading beauty brands, Saco and Davines. DZHUS has been featured in the top international press: Vogue, Dazed&Confused, Harper’s Bazaar, Marie Claire, Elle, Elle Decoration, Cosmopolitan, L’Officiel, Kaltblut, ASVOF, Dezeen, and many more. DZHUS collections have been presented during Paris Fashion Week, Berlin Fashion Week, Ukrainian Fashion Week, Milan Design Week, International Fashion Showcase London, Brussels Fashion Week, Helsinki Fashion Week, Vegan Fashion Week in Los Angeles, Milan Design Week, Dutch Design Week, Prague Fashion Week, Designblok Prague, Feeric Fashion Week in Romania.
Irina Dzhus’ creations are extremely personal as she translates ‘patterns into patterns’ in the mode of self-rediscovery and self-reinvention. The artist redirects her intimate struggle into avant-garde design solutions in a sharply literal way.
Genuine and straightforward throughout its entire 14-year history, DZHUS missions at contributing innovation into the fashion industry and breaking established stereotypes about animal-friendly and eco-oriented design. DZHUS aims at popularising ethical fashion through its emblematic eye-catching yet exquisitely intellectual allegories.
Photo: @moritzhoegemann