DZHUS – Unpacking by Alexey Ponomarev

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DZHUS - Unpucking by Alexey Ponomarev
DZHUS - Unpucking by Alexey Ponomarev
DZHUS - Unpucking by Alexey Ponomarev
DZHUS - Unpucking by Alexey Ponomarev
DZHUS - Unpucking by Alexey Ponomarev

DZHUS is a conceptual clothing and accessories brand founded in 2010 by Ukrainian designer and stylist Irina Dzhus. Avant-garde yet utilitarian, DZHUS clothing is internationally recognised by its innovative cut and multi-purpose transformations. From the day of its launch, DZHUS has been a vegetarian-friendly brand. All the products are ethically manufactured using cruelty-free materials only. In 2019, DZHUS won the Cruelty-free Fashion prize at Best Fashion Awards – the most prestigious fashion rating in Ukraine, and in 2020, BFA nominated the brand in the Sustainable Fashion category.

DZHUS’ customers are nonconformist intellectuals in search of a perfect shell for their distinctive inner world. Initially designed as womenswear, many of DZHUS garments have unisex aesthetics and fit.
Short-listed for the International Woolmark Prize back in 2015, DZHUS presents seasonal collections during Ukrainian and Paris Fashion Weeks. DZHUS clothing is stocked at concept stores in Japan, Portugal, USA, UAE, Saudi Arabia, Australia, and sold online worldwide.
The brand has been featured in the top international press: Vogue, Dazed&Confused, Harper’s Bazaar, Marie Claire, Elle, Elle Decoration, Cosmopolitan, L’Officiel, Kaltblut, and many more.


The “Unpacking” project, created by a group of eco-oriented multi-disciplinary talents, consists of a fashion story and a short film. The narrative highlights the problem of overconsumption and waste accumulation through the allegoric ‘Ecopack’ collection by DZHUS. The conceptual brand has interpreted the recognisable types of packaging in garments design to draw attention to the importance of recycling. Inspired by the visual and structural peculiarities of boxes, packets and wraps of all kinds, DZHUS transformer clothing can also be modified into bags, to encourage consumers for choice of reusable containers. With its multi-purpose and ethically manufactured pieces, DZHUS suggests a revolutionary method to minimise customers’ shopping and diversify their wardrobe at the same time.

The “Unpacking” photo series and video take us to heavily contaminated areas around DZHUS’ native city, Kyiv, showing that an ‘ecological disaster’ is not something to do with a grotesque apocalypse perspective, but with our today reality. To enhance the surreal impression of these depressing places, DZHUS populates the wastelands with ghostly heroines rising from the ubiquitous trash, be it a dump, a polluted forest, or a single abandoned lunchbox. These mutating existences incessantly change their shape and the whole environment. Demonstrating diverse ways to utilise each object and contraposing the consumeristic treatment to the conscious approach to packaging, DZHUS emphasises the choice between the irrevocable consequences for the humankind and a ‘happy ending’ for the Anthropocene chapter.


Art Director & Stylist: Irina Dzhus
Photographer: Alexey Ponomarev @pnmrvalexey
Short film idea: Irina Dzhus @irina.dzhus / DZHUS, Jorj Jorburj @jorburj, Igor Darovskiy @igor_darovskyi / Whodidzis?
Directors: Jorj Jorburj, Igor Darovskiy / Whodidzis?
Producer: Anatolii Elgert @anatoliielgert
Music: Tyler Legat @tylerlegat
Cameraman, edit: Jorj Jorburj / Whodidzis?
Makeup & Hair Artists: Marina Reznick @reznick_m, Alex Chernyavskaya @sabotage_mua
Models: Anita Stemkovskaya @stemkovskaya / FP, Valentina Plyushch @valentyna_omela / Direct, Kate Portman @kate.portmann / Kmodels,

Svetlana Opanasiuk @svetkazelen / Model Scouting Bureau, Tatiana Savchenko @sava_tati / Mimodels Styling Assistants: Yulia Hrybinyk-Kotliarenko @spoonofmytaste, Daryna Trukhachova @darynatrukhachova

Colour grading: Volodymyr Morozov Logistic support: Olexandr Debych

Tech support: Vlad Rudnik
Ethical footwear provided by House Martin @housemartin_footwear