Who's HAMCUS? Jennie's latest look captured global attention

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Jennie—better known as BLACKPINK’s “Jennie”—recently released her latest music video for “Like JENNIE,” a track within the K-pop idol’s debut album Ruby. While the entrancing choreography and the fact that we get to watch Jennie herself are watch-worthy enough, viewers were also captivated by the entire cast’s outfits.

When BLACKPINK’s Jennie wears something, the world takes notice. In her latest song Like Jennie, she effortlessly showcases HAMCUS, sparking a wave of interest among fans and fashion lovers alike. But what makes this brand stand out beyond celebrity influence?

Who is HAMCUS?

Founded by designer Tuff Leung, HAMCUS originated in Guangzhou, China, initially serving as a manufacturer for high-end fashion labels. In 2013, Leung transitioned to establish HAMCUS as an independent brand, debuting its first collection in Paris for Spring/Summer 2017. The label is celebrated for its avant-garde approach to techwear, characterized by structured silhouettes, layered textures, and futuristic utility elements. Drawing inspiration from dystopian and sci-fi themes, HAMCUS incorporates technical fabrics and weather-resistant textiles, crafting garments that resonate with a post-apocalyptic aesthetic.

Notable Collaborations

In December 2022, HAMCUS collaborated with adidas Originals to release the "DUSZENERATION – Generation of Dust Citizens" collection. This partnership showcased HAMCUS's signature aesthetics, particularly on adidas’ NMD S1 model. The collection featured geometric panel-structured shirts, multi-pocketed jackets, and utilitarian techwear pieces, all presented in a muted color palette. An immersive Autumn/Winter 2022 exhibition in Guangzhou accompanied the release, further highlighting HAMCUS's unique design philosophy.

A Brand Built on Strong Identity & Strategic Collaborations

HAMCUS's distinct identity is rooted in its commitment to a cohesive, futuristic narrative. The brand's "Cosmos Character Style System" introduces unique character groups, such as "ADAM," reflecting a post-apocalyptic survival aesthetic. This conceptual approach differentiates HAMCUS in the fashion industry, appealing to consumers seeking innovative and immersive designs.

Strategic collaborations, like the partnership with adidas, have amplified HAMCUS's reach and credibility. By merging its distinctive style with globally recognized brands, HAMCUS expands its audience while maintaining its core identity. Such collaborations demonstrate the brand's versatility and commitment to pushing creative boundaries.

Why This Matters for E-Commerce Brands

HAMCUS's trajectory offers valuable insights for e-commerce brands:

1. Cultivate a Unique Brand Identity: Developing a strong, cohesive narrative sets a brand apart in a crowded market.

2. Engage in Strategic Collaborations: Partnering with complementary brands can enhance visibility and attract diverse consumer segments.

3. Innovate in Product Presentation: Creative design and storytelling can elevate the consumer experience, fostering deeper engagement.

Online Visual Presentation

HAMCUS's online presence reflects its meticulous attention to design. The product listing pages feature interactive elements, such as dual-angle views upon hovering, providing consumers with a dynamic browsing experience. However, the absence of detailed product pages limits access to comprehensive information, which could enhance the purchasing decision process.

In conclusion, HAMCUS's fusion of innovative design, strategic collaborations, and distinctive branding propels it within the global fashion landscape. As seen in Jennie's "Like JENNIE" music video, the brand's influence continues to grow, offering inspiration for e-commerce brands aiming to carve out their unique space in the market.

References:

“Hamcus x Adidas- EXILES” by Tomas Kamphuis

HAMCUS US