Dzhus

Aug 2025

The Anticon 2025 ad campaign for Dzhus stands as a profound exploration of avant-garde design, masterfully translating abstract concepts into a cohesive visual language. Under the creative direction of Irina Dzhus, the project channels a deeply conceptual aesthetic that prioritizes structural integrity and textile manipulation. Set against a minimalist, monochromatic backdrop in Warsaw, the campaign leans into editorial minimalism to highlight the collection's complex silhouettes, which range from quilted, mattress-like volumes to intricate, ribcage-mimicking bodices. Photographed by Marta Chudek, the imagery utilizes soft, diffused studio strobe lighting to emphasize the tactile, architectural quality of the white and cream-toned garments. The collection features radical accessories, including towering stacks of hats and star-shaped headpieces, creating a surreal and performative tableau that pushes the boundaries of luxury fashion. By stripping away traditional ornamentation, the campaign directs focus toward the dialogue between the human form and the rigid geometry of the apparel. Supporting the vision, hair and makeup artists Karolina Żukowska and Marta Kozłowska curate a polished, austere look that complements the collection's ethereal, otherworldly tone. This body of work serves as both a commercial showcase and a piece of fine art, demonstrating how unconventional shapes and disciplined, neutral palettes can create a powerful narrative within the modern fashion landscape.

Editorial, Editorial, Vertical, Vertical

Natural light, Natural light

Luxury Fashion Houses, Fashion, Fashion