"Who is behind the screen?": DZHUS x Pavel Vetrov collaboration

Maria Golubka / Design / 07 May 2021

The unique project "Who is behind the screen?" united Ukrainian designers from related fields - fashion and object design. The essence of the collaboration is the creation by a team of the best designers and furniture manufacturers of a new author's object, a screen. Why the screen? "This is an object at the intersection of disciplines, and we are interested in the products that result from such creative cooperation," say project organizers Alla Hetman and Denys Putylin.

This story is about the avant-garde screen DZHUS x Pavel Vetrov. DZHUS is a niche clothing and accessories brand founded in 2010 by Kyiv designer and stylist Iryna Zhus. DZHUS collections have gained international recognition thanks to innovative cuts and multifunctional clothes-transformers made of ethical materials. Subject designer Pavel Vetrov is the owner of more than 70 international awards, including Red Dot Design Award, German Design Award, Good Design Awards. Furniture according to his projects is made by leading Ukrainian and international brands.

As part of this creative experiment, leading object and interior designers of Ukraine chose partners from the world of fashion. In a short period of time, the participants managed to think through, come up with, and implement vivid conceptual objects. The DZHUS x Pavel Vetrov screen was embodied by domestic production leaders: Enran, Archimade, Legnoprom. Alla Hetman and Denis Putylin (idea and organization), Olga Nepravda (photo), Irina Jus (style, make-up), Marina Chumak (hairstyle), Victoria Bondaryk and Olga Gordienko (models) worked on the atmospheric shooting.

The accent of the composition was an open structure, intentionally devoid of decorative details. The monochromeness of the screen emphasizes the graphics of its shape and silhouette. Felt and wood in the arms of metal, graphite concrete — the choice of materials is symbolic, because industrial textures are a constant source of inspiration for DZHUS collections

Ukrainian brands Enran, Archimade and Legnoprom were responsible for the practical implementation of the facility. Although see you in the project "Who is behind the screen?" designers Irina Jus and Pavel Vetrov did not know each other personally, the tandem formed very organically

"When I saw the DZHUS collections, I immediately realized that this style is close to me - minimalism, clarity, and meaningfulness," says Pavel Vetrov. Fashion inspires Vetrov not for the first time - once a dress lying on a chair became the prototype of the In Dress chair ego

"There are no amorphous forms in DZHUS aesthetics. If the details are asymmetrical, then there is logic in this and they are subject to a certain regularity. У меня всегда есть ответ на вопрос ""why exactly so?" - comments Irina Jus