Jennie Kim—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.
Dripping in post-apocalyptic silhouettes under earth and metallic tones, the pieces themselves are dare we say icon-worthy in their own right. As for who is responsible for such fire: Chinese label HAMCUS.
It was founded by Chinese designer Tuff Leung, who started off manufacturing for high-end fashion labels in Guangzhou before deciding to direct his design sensibilities into his own brand, thus bringing HAMCUS out into the world. HAMCUS then made its first waves in the fashion world with its debut show in Paris SS17. Since then, it has become steadily known the world over for its avant-garde take on techwear, characterized by structured silhouettes, layered textures, and futuristic utility elements.
Its collections, such as PRMTVSM and PMU (Prime Military Units), are inspired by dystopian and sci-fi themes, often incorporating materials like technical fabrics and weather-resistant textiles. The brand has also gained traction within the techwear community for its innovative approach, sparking discussions on platforms like Reddit.
In December 2022, the brand teamed up with adidas Originals to release a collection that furthered the label’s signature aesthetics, particularly on adidas’ NMD S1 model. The release, titled DUSZENERATION – Generation of Dust Citizens, also featured a range of garments, including geometric panel-structured shirts, multi-pocketed jackets, and utilitarian techwear pieces, all presented in a muted color palette. The ensemble was accompanied by an immersive Autumn/Winter 2022 exhibition in Guangzhou, further showcasing HAMCUS’s unique design philosophy.
In “Like JENNIE,” the three-minute banger directed by Park Min-hee, HAMCUS’s striking presence takes center stage, elevating the video’s overall tone. The structured, armor-like silhouette and tactical detailing of Jennie’s outfit complement the video’s themes of resilience and reinvention. Against a backdrop of a ruined metropolis, flickering neon lights, and dystopian landscapes, Jennie’s fierce look stands as a visual metaphor for strength and defiance.
As HAMCUS continues to expand its global footprint, collaborations like these highlight the brand’s increasing appeal. Jennie’s cutting-edge fashion statements have often pushed boundaries, and with HAMCUS’s innovative designs making their way into the international spotlight, it is clear that this Chinese label is on the rise.
Discover more innovative fashion brands from China here, or simply what else looks good, like our list of last year’s hottest Chinese actresses!
Cover image via The Femin.
