Discover DZHUS’ “ANTICON” phantasmagoria materialised at the one-of-a-kind CONCEPT_11 space. The project speculates on the humanity’s ‘Utopia codes’ generated to program happiness.
Deciphering her own intimate trauma, Irina Dzhus saturates this cathartic collection with narratives of sociocultural conformism. Convinced that frustration grows on expectations, the Ukrainian designer ironises about the conventional symbolism throughout the entire history of mankind.
Dzhus
“ANTICON” SHOT FILM WAS PREMIERED IN BERLIN ON AUGUST 23, 2025!
Irina Dzhus points out to a correlation between a desire for self-discovery and the urge for homecoming – and suggests navigation to a subjective idyll via randomised semantic references. DZHUS desaturates the spectrum, replacing colours with abbreviations. Social self-consumerism is traced to gastronomic sacraments and reflected in the ‘autophagia’ concept. Stoicism and self-sufficiency are cultivated through the ‘object=subject’ metaphor behind the multipurpose clothing. Homeware objects obtain wearability. Jewelled pockets commemorate Holocaust, a maze motif is a Sinai nostalgia, and the rainbow lining celebrates an introspection. Irina Dzhus caricatures the quasi-cultural dualism towards animals: from ‘food’ to ‘pet heaven‘. A manifestation of abstract symbolism, “ANTICON” carries a thought-provoking mission.
The “ANTICON” performance conquered catwalks in Berlin, Brussels, Prague, and Warsaw with 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 designs.
The Berlin Fashion Week show also marked Irina Dzhus’ international poetic debut as she accompanied the catwalk with her intricate and sharply intimate multilingual verses.
The film premiere took place in Berlin, at the VOLIA Ukrainian art festival on August 23.
A brand with a Ukrainian soul, DZHUS considers its duty to support its countrymen in this challenging time. The collection was produced by Ukrainian craftswomen whilst Hennadii Biliaiev from Kharkiv composed the soundtrack, accompanying Irina Dzhus’ poetry.
The general partner of the campaign is CHOICE Ukraine, a leading sustainable manufacturer of natural care products for health, beauty, and home.
OTOTO Art Foundation has provided organisational support.
PHOTO & VIDEO CREDITS
Brand: DZHUS @dzhus.conceptual.wear
Location: Concept_11 @concept_11_warsaw
Direction, poetry, styling, photo editing: Irina Dzhus @irina.dzhus
Sound design: Hennadii Biliaiev @man_without_one
Campaign photography: Marta Chudek @martachudek
Lookbook photography: Maria Salivonova @salivon_ph
Video: Yuliya Simutkina @sssimutkina
Styling assistance: Mariia Horbenko @mariia_horbenko
Makeup & hair: Karolina Żukowska @flying.brushes, Marta Kozłowska
@martakozlowska_makeup, Agata Kowalska @agatakowalska_makeuplover, Sveta Safronovskaya @sveta_saf_beauty
Technical production: Sviatoslav Mykhailov @mhlvsv, Gianluca Pica @notgianlu, Filip Kurczyński @filipkurczynski, Wojtek Nurzyński @wojteknurzynski, Oleh Shypkov @olegshypkov, Maciej Kowalewski @maciek_kowalewski
Backstage photography: Tina Zaborowska @ztinavl
Models & actors: Marta Gac @gacwoman, Adriana @_adrianqa_, Kolas Vodonovsky @vodonovsky, Yuri Vedenyapin @yurivedenyapin, Kate Artman @katesmile2121, Yeva Batriak @rosyands, Agnes Samuel @agnessitta, Barbara Dmowska @kosmiczna_trumna, Rita Jako @rita_jako @ Gaga Models, Denis Novikov @deonij, Lena Shtyk @lenashtyk, Ania Kos @ania.e.kos
Soft furniture: NOOM @noomhome
General partner: CHOICE Ukraine @brands_by_choice
Organisational support: OTOTO Art Foundation @ototo.art.foundation
Film premiere partner: Hotel Continental – Art Space in Exile, Berlin @artspaceinexile
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