Hago House announced on the 21st that it will launch a new women’s clothing brand called “muemuer.” ..

Hago House announced on the 21st that it will launch a new women’s clothing brand called “muemuer.” Muir’s first collection, “Beauccolic Romance,” will be unveiled for the first time at W Concept on the same day.

Mümüère is a name derived from the French word muer (change, breakaway) and depicts the process of taking off the familiar shell and quietly changing. While restoring emotions and human warmth that stimulate nostalgia, they pursue wit and a free attitude beyond typicality. It also conveys a warm and romantic atmosphere based on delicate details and analog sensibilities.

This fall, we will present a collection on the theme of rural romance. It contains the feminine mood pursued by Mümüère. Based on cottage core (rural romantic style) and bohemian chic (freewheeling bohemian mood), the vintage style is reinterpreted with Muermehrmann’s sensual perspective. It combines delicate details, crafty touches, and unexpected wit to complete a romantic autumn atmosphere.

The main items are vintage-tone jackets, romantic silhouettes, dresses, blouses, vests, skirts, etc. that are good to match with knitwear.

“Mümüère seeks to differentiate itself with delicate details and sensuous design, and will be a new option that can be loved by women in their 20s and 30s with value-oriented consumption tendencies for a long time beyond fashion,” a Mümüère official said.

The “Beauccolic Romance” collection will be pre-released exclusively on Aug. 21 at W Concept. There is also a 30 percent discount promotion for a week. After that, it will be introduced sequentially at major online platforms such as 29CM and at major Hago House stores such as Lotte Department Store (Dongtan, Changwon, Incheon, Gimpo Airport, World Mall), Starfield (Hanam and Goyang), Shinsegae Department Store (Uijeongbu), and AK Plaza (Wonju).