Ukrainian sustainable brand DZHUS in the special project “Unpacking” presents a fashion story and a short film that highlights the problems 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 reusing and recycling. DZHUS transformer clothing is inspired by the visual and structural peculiarities of boxes, packets and wraps of all kinds. It can be also modified into bags, to encourage consumers to choose reusable containers.
With its multipurpose 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 current reality. 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. DZHUS emphasises the choice between the irrevocable consequences for humankind and a ‘happy ending’ for the Anthropocene chapter, demonstrating diverse ways to utilise each object and contraposing the consumerist treatment to the conscious approach to packaging.
The film is by the link:
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