DZHUS S/S’14: Archetype Collection

Launched in 2010 by Ukrainian designer and stylist Irina Dzhus, DZHUS is a Kiev­based conceptual womenswear brand. Vanguard yet utilitarian, DZHUS’ design concept derives from innovative structural solutions. Reserved colouring and technical textures are characteristic features of DZHUS. Each piece carries a distinctive ideological message. 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 S/S’14 collection mainly derives from the orthodox Christian iconographic canons. The magnetic conventionalism graphics is inherently the universal code of spirituality. Elementary forms turn into rhythmical and constructional designs. Eclectic combinations of textiles, raw hems and exposed seam allowance contouring the silhouettes reflect the dialectical matter of the pieces – as a key to the synergy of a person wearing them and the innermost essence of the universe.