Irina Dzhus.

NAME: Irina Dzhus
BORN November 15, 1988, in Kiev, Ukraine
OCCUPATION: Fashion designer
PLACE: Kiev, Ukraine
WEB: www.irinadzhus.com   
INSTAGRAM: @dzhus.conceptual.wear

Who is Irina Dzhus after all?

I’m the designer behind my own avant-garde fashion brand, DZHUS. 

What is the focus of your work?

The most important thing about my designs is their innovative and alternative cut. I perceive the world through the prism of its complex structure. In my constructions, which I always create by myself, I interpret shapes and silhouettes of various objects that inspire me. These might be elements of architecture or human anatomy, but mostly I'm into exploring metaphysical geometry: forms and voids around them, their contours, coordination and interaction, transformation and projections on to space. 
The main ethical principle of my work is to fulfil only unique concepts that are worth production in our era of oversupply. Naturally, all of DZHUS products are cruelty-free and vegetarian-friendly.

Where does your inspiration come from?

Spirituality and technologies are the main sources of inspiration for me and this mix forms the identity of DZHUS. All things I get charmed with, be it ancient Christian iconography or industrial uniform, have another, deeper meaning besides of their obvious visual peculiarity. These objects embody certain  social and psychological aspects, which balance on the edge of mental and spiritual perception. Their controversial ethos helps push the boundaries of conscience.

Whom would you like to dress?

If I could choose any celebrity to represent my brand, that’d most likely be Tilda Swinton.  I admire her nonconformist yet sophisticated approach to fashion. However, I feel the happiest way when I see real people wear my designs.

DZHUS - "Pro Forma" Spring/Summer 2016 - Lookbook | Foto: Olga Nepravda.

What makes your design unique?


What kind of people wear DZHUS?

Our customers are independently-thinking artistic personalities who comprehend clothing as an embodiment of their unique inner world.

Are you an easy person to live with?

I’m sure I’m not.

What makes you angry?


DZHUS - "Pro Forma" Spring/Summer 2016 | Foto: Olga Nepravda.

What makes you happy?

People’s interest in DZHUS products.

What is your favorite time of year? Why?

Spring. It brings an unbelievable release after the winter weather and there’s still a warm season to come after it, so spring is pretty unclouded.

Describe your personal style in three words.

Conceptual, minimalistic, monochrome.

What is your favorite color?

Both black and grey.
DZHUS - "Pro Forma" Spring/Summer 2016 - Lookbook | Foto: Olga Nepravda.

What book are you reading by now?

Unfortunately, I don’t have much time for reading, but I’ve got my favourite books that I often get back to when I need to return to my mental comfort zone. These incude: early 20th century surrealistic notes by notorious Soviet writer Daniel Charms (or Daniil Kharms), ironic dark folk and urban stories by 19th century Ukrainian writer Nikolai Gogol and nature-inspired mystique philosophy by Soviet storyteller Pavel Bazhov.

Can you name an artist you admire?

H. Bosch, P. Bruegel, K. Malevich, P. Filonov, M.C. Escher and numerous unknown artists who created early Christian and Byzantine icons.

What do you think about art?

Now that almost anything can be called art, I especially appreciate real artists who have one-of-a-kind talent and work on their skills diligently. 

Your recent songs you're listening at the moment?

I'm totally into gypsy music, retro emigrant songs and other examples of authentic marginal lyrics.

DZHUS - "Pro Forma" Spring/Summer 2016 - Lookbook | Foto: Olga Nepravda.

What is the trait you most deplore in yourself?

I’m an introvert, whereas in the fashion business too much depends on networking. I feel very uncomfortable to pretend I’m best friends with everyone, so usually I’m quite official and reserved, which is not beneficial for my relationship with important people from the industry. I rarely attend parties and, due to that, my face has gained little recognition, even among my city’s fashion crowd.

Which words or phrases do you most overused?

As a designer behind a niche brand, I hear and use such words as “unique”, “avant-garde”, “edgy”, “all black” and “wearable art” all the time, and the question every single person asks me is “Where do you get your inspiration?”, although the answer already is in any feature of the brand. It seems I’ve run out of new words to answer this question.

What can we expect from DZHUS in the future?

So far, I’ve invented enough innovative concepts to surprise DZHUS' clients and followers during several future seasons, and I continue working on new ones.
As regards the brand's development, ideally, I see DZHUS collections stocked at top concept stores worldwide, so that extraordinary people around the globe have an easy physical access to my designs, can feel their authentic structure, touch the fabrics' textures and probably find a reflection of their own philosophy in my creations. At the moment, I'm doing my best to expand DZHUS’ international stock list.

The final question: Where would you most like to be right now?

In front of a DZHUS window at Dover Street Market London, if one existed.

DZHUS - "Pro Forma" Spring/Summer 2016 - Lookbook | Foto: Olga Nepravda.

Thank you very much, Irina Dzhus!

Leandro Castro