COMMERCIALS AND BRANDED CONTENT - SHORT (2022)
COMMERCIAL WORK (COMMERCIALS AND BRANDED CONTENT - SHORT)
EXHIBITIONISM - DZHUS
|Title of Piece:||EXHIBITIONISM|
|Director(s):||Jorj Jorburj, Igor Darovskyi|
|Director of Photography:||Jorj Jorburj, Igor Darovskyi|
|Creative Director:||Irina Dzhus|
|Colour Grading:||Volodymyr Morozov|
|Instagram Tag:||@dzhus.conceptual.wear @irina.dzhus @jorburj @igor_darovskyi @eyibra|
|Extra Credit 1:||Cruelty-free footwear provided by: House Martin|
|Short Synopsis:||The media epoch has been generating new codes of existence. Exposure is encouraged, fragility is celebrated, and a norm no longer exists. Artificial standards are set to be instantly reconsidered. IDZHUS SS22 campaign, "EXHIBITIONISM" ironises equally the established stereotypes about human appearance and exaggeratedly optimistic new trends. DZHUS juxtaposes empowerment to the body cult in symbolically sexualised silhouettes featuring grotesque proportions. Exhibitionism coexists with introversion in all-covered outfits showing surreal, anatomic-looking details. DZHUS deciphers sartorial patterns, meant to fit human body, and integrates recognisable cut elements in its multi-purpose clothing and accessories. Created for both a procrastinating escapist and a media icon (possibly, same person), DZHUS garments transform in a few seconds, including their modification into accessories.
DZHUS develops its concept of unified wardrobe items, inventing unprecedented ways of using seemingly basic pieces. This philosophy reflects the brand's aspiration to fulfil a conscious approach to consumption with no limitation for creativity.
The film was produced with the support of Ukrainian Cultural Foundation.