A Christmas campaign that gives us hope, by all-Ukrainian talent
Starring in our SANCTUM ISSUE, DZHUS is a Ukrainian conceptual brand that design transformer pieces destined to reinvent everything we know about fashion. Their latest campaign To the light was created in a refuge as a collaboration between fellow migrant artists — sculptor Alisa Marchenko and ethical footwear brand House Martin. Birthing a probing series of photographs, creative masterminds come together to explore and celebrate the resilience and strength of Ukrainian people. The idea is rooted in the abundance of their Homeland’s folklore and theatrical traditions surrounding the festive season — a joyful image that receives a dark transformation to reflect the nation’s current state of mind. “The surreal photo series refers to the blackouts that have become the everyday ‘norm’ in the brutally attacked country” explain DZHUS. Yet, the tone of voice remains powerfully hopeful. The stark figures hidden in their anonymity are “missioned to illuminate the way for the humankind with their inner, invulnerable power”, share the artists, as they exemplify the ultimate way to a brighter future.
