COMMERCIALS AND BRANDED CONTENT - LONG (2022)
COMMERCIAL WORK (COMMERCIALS AND BRANDED CONTENT - LONG)
PSEUDO - DZHUS
|Title of Piece:||PSEUDO|
|Director(s):||Irina Dzhus, Svetlana Symakova|
|Director of Photography:||Svetlana Symakova|
|Creative Director:||Irina Dzhus|
|Colour Grading:||Svetlana Symakova|
|Instagram Tag:||@dzhus.conceptual.wear @irina.dzhus @sansasay @eyibra|
|Extra Credit 1:||Cruelty-free footwear provided by: House Martin|
|Short Synopsis:||Ukrainian brand DZHUS' AW22 video lookbook was released exactly on the eve of the russian invasion.
The “PSEUDO” concept refers to illusion as the fundamental notion of the metamodernism culture. Duality and hidden senses are undividable from DZHUS design itself, offering numerous metamorphoses of clothing and accessories, and clothing into accessories. The visual aesthetics of the looks is ironic and controversial. In this collection of unified wardrobe items, duplicity is materialised literally, and the extra content is physically unveiled, as the designer herself performs the transformations on her models.
Looking back, this video became somewhat of a prophecy, with its focus on dualism, unexpected changes, and complete reimagination of the normal.