ZDDZ and Oh, my launch new collaborative project

Well-regarded East London brand ZDDZ and independent Russian label Oh, My have teamed up to launch a new collection. Dasha Selyanova, founder and designer at ZDDZ, created a capsule collection based on bold geometrical shapes and the contrast of black and white. The collection will include skirts, dresses and unisex sweatshirts and T-shirts. All the garments will be produced in a limited edition of 50 and will be available through the Oh, my online store in the middle of March 2014. Oh, my, which was founded in 2008, is often referred to as the “Russian American Apparel” because it produces a variety of basic garments from high-quality materials that have become must-haves.

“ZDDZ is graphics and provocation. Oh, my is simplicity and practicality. I combined these two and realised that graphics plus simplicity equals essential geometric shapes: rectangular, square, triangle and circle,” says Selyanova. “I tried to apply these shapes to garments and see what works better. The circle was too boring, triangles looked like the Eighties or Star Wars costumes, so I used squares and rectangules. When I design for ZDDZ I approach a garment like a blank piece of paper ignoring the seams; it’s not just a frontal print, it continues on the back and sleeves. I used the same approach doing this collection, I think it’s a great fusion of our brands.”

St Petersburg-born Selyanova graduated from Central Saint Martins and set up ZDDZ in 2011. Selyanova, who works exclusively with prints, takes her inspiration from urban Russia, Eighties style and hip hop aesthetics.