Since 2004, H&M has been inviting different designers every year to collaborate on limited edition collections, from early collaborations with Maison Margiela and Comme des Garçons, to recent popular ones with Mugler and Simone Rocha, each time successfully generating a lot of buzz. This year, the brand announced a new collaboration with the emerging Korean fashion brand Rokh, bringing creative director Rok Hwang’s iconic experimental deconstructive aesthetic into a new collection, set to launch on April 18th!
Rokh was founded by Korean designer Rok Hwang, who graduated from the prestigious design school Central Saint Martins. After graduating in 2009, he joined Celine under the direction of Phoebe Philo, and has also worked for Louis Vuitton, Chloe, among others. In 2016, he established his own brand, Rokh. In 2018, he entered the LVMH Prize for Young Fashion Designers and received a special award. Rokh is known for its elegant, classic, concept deconstruction, and experimental style, with a sense of touch, bold tailoring, and exquisite use of proportions that are highly sought after by many fashion enthusiasts.
Rokh Creative Director Rok Hwang said: “Rokh has always upheld the brand concept of creating classic designs and innovative structures. I am delighted to collaborate with H&M to launch this milestone co-branded collection and share our vision with fashion enthusiasts around the world.”
This Rokh H&M designer collaboration series continues Rok Hwang’s iconic deconstructive, reassembling, and asymmetrical design approach, encouraging fearless expression of individuality through creativity suitable for diverse settings. Whether it’s detachable men’s and women’s double-layer trench coats, waist-cutout suit-style jumpsuits, oversized suit jackets, or retro leather briefcases, accordion-style document holders, and accessory series printed with the brand logo, they all shine with a fresh interpretation of the rigorous and playful “Rokh” avant-garde language.
