WHAT WE DO
ZDDZ is a contemporary womenswear brand, that views fashion as media and proves that ready-to-wear can be a contemporary form of street art, raising social and political issues or reflecting aspects of big-city life.
ZDDZ offers a new view on urban routines; quotes from news headlines and advertising slogans are subtly mixed with striking graphic design, inspired by common city attributes like road markings, construction signs and logos. Shapes and details of every collection refer to work wear andmilitary uniform. ZDDZ creates pieces which are radical and noticeable, whilst at the same time, comfortable and functional.
In 2017, the whole world is a corporation. Our phones are computers sold to us by corporations, our morning coffee is served by corporations. Escape routes are cut off, and even our drugs, parties and pornography are corporate. We wear the corporation, we drink the corporation, we eat the corporation. We are the corporation. For Fall/Winter 2017 independent London-based ZDDZ offers a way out, an ultimate uniform for skilful infiltrators and freelance rebels.
To explore and question corporate identity, ZDDZ designer Dasha Selyanova turned her own brand into a corporation, drawing inspiration from soulless brightly-lit office spaces and subtle elements of institutional graphic design. The garments in the collection are subverting the idea of office dress codes: suits, sexy secretary dress, track suits for team building outdoor games, stamps of approval, stiff collars and the faux leather of uncomfortable office sofas. Today, chasing the cult of success, often drives young people towards mental illness, and ZDDZ Corp. rejects the social pressure to keep up, achieve and dress to impress.