DZHUS, the Ukrainian conceptual brand, unveiled its Spring/Summer 2025 “ANTICON” collection through performances at Fashion Weeks in Berlin, Prague, and Chisinau. The show, a metamodernist reimagining of the Last Supper, presented Irina Dzhus’ innovative multipurpose designs in a semi-interactive, spiritual initiation. This conceptual display challenged conventional norms, pushing the boundaries of acceptability through abstract symbolism.
Despite relocating to the EU due to the war, DZHUS maintained its Ukrainian roots. The SS25 line was entirely produced by Ukrainian craftswomen, with music composed by Hennadii Biliaiev from Kharkiv. The brand continues to support its homeland by donating 30% of profits to Ukrainian animal rights organizations.
DZHUS, founded in 2010, is renowned for its cruelty-free, multi-purpose outfits. Irina Dzhus’ patternmaking innovations promote sustainable fashion by creating versatile wardrobes from transformable garments. The brand’s commitment to ethical fashion earned it the Cruelty-free Fashion prize at Best Fashion Awards Ukraine in 2019.
The SS25 “ANTICON” collection delves into humanity’s quest for programmed happiness, exploring sociocultural conformism and personal trauma. Irina Dzhus questions the relationship between self-discovery and the concept of home, defining her own experience as ‘inter-refuge’. The collection features blank, quilted surfaces with hidden rainbow gradients, symbolizing hope and fulfillment.
DZHUS challenges gender stereotypes and traditional social roles through its designs. The brand’s clientele includes avant-garde musicians and has collaborated with major productions like The Hunger Games and Star Trek Discovery. DZHUS continues to push boundaries in the fashion industry, promoting ethical and innovative design through its intellectually charged creations.
Performance director, creative director, poet: Irina Dzhus @irina.dzhus
Performance technical producers: Oleh Shypkov @olegshypkov and Maciej Kowalewski @maciek.kowalewski Choreographer: Oleksandra Kakurina
Composer: Hennadii Biliaiev @man_without_one
Berlin Fashion Week show partners: Fashion Council Germany, The Berlin Senate, lead MUA: Dasha Larcen, lead hairstylist: Soh Mercedes-Benz Prague Fashion Week show partner: Harper’s Bazaar Czech Republic
Moldovan Brands Runway show partners: Apius, Ziphouse, Vois
Special thanks to the beauty teams, models, and backstage volunteers
BFW live stream video: Oleh Shypkov @olegshypkov, Maciej Kowalewski @maciek.kowalewski, Łukasz Kostkiewicz @kostekturbo BFW reel and BTS videos: Gian Meinecke @gianmeinecke
MBR video: Marina Bernaz @marina.bernaz with Ebobo Agency @ebobo.agency
www.irinadzhus.com Insta: @dzhus.conceptual.wear FB: www.facebook.com/dzhus.conceptual.wear
