H&M Spotlights Emerging Talent, South Korean Sensation Rok Hwang, for its Next Collaboration.

Rokh is at the forefront of a new wave of Korean designers whose conceptual-yet-wearable clothes are captivating fashion right now. We’re proud to present a curated edit of designer Rok Hwang’s adaptable wardrobe classics, and we can’t wait to see how our customers wear them. Ann-Sofie Johansson, creative advisor and head of design womenswear at H&M

H&M’s collaborations with top designers have consistently captured attention in the fashion industry, with notable names like Karl Lagerfeld, Balmain, and Versace. Last year, H&M, once again, collaborated with two renowned labels, Mugler and Rabanne, to make these special collections available. In addition to a long list of well-known collaborators, H&M also encourages new talent, as evidenced by its planned collaboration with South Korean artist Rok Hwang. Celebrating its twentieth anniversary, the Rokh x H&M collection reimagines classic workwear with 58 items built from the spirit of Hwang’s original design, offering worldwide resonance.

Rokh x H&M Collection

A Showcase of Creative Excellence

From tailored blazers to statement coats, the Rokh x H&M collection is a harmonious blend of tradition and innovation. Rok Hwang’s visionary approach to design is evident in every detail, from intricate patterns to bold silhouettes. Whether it’s a classic trench coat or a versatile suit, each garment exudes a sense of effortless style and refinement, inviting the wearer to embrace their individuality with confidence.

But at the core of the collection lies a selection of key pieces that redefine traditional workwear for the modern working class. From tailored suits to versatile separates, each garment is designed to seamlessly integrate into the contemporary wardrobe. Standout pieces include the double trench coat, a timeless classic reimagined with Rokh’s signature flair, and the multi-button blazer, a versatile staple that exudes sophistication and refinement.

Rokh x H&M Collection

Who is Rokh?

So who is Rok Hwang? The creative force behind the emerging brand Rokh boasts a rich background that spans across continents and cultures. Born in Seoul, South Korea, Hwang’s journey has taken him to various corners of the globe, including the United States, the United Kingdom, France, and back to Korea. In 2016, he established Rokh, a brand distinguished by its artisanal deconstruction and focus on adaptable garments that challenge traditional masculine and feminine norms. Within a year, Rokh released its inaugural collection, setting the stage for Hwang’s meteoric rise in the fashion world.

Rokh x H&M Collection
Rohk (Rok Hwang) & Ann-Sofie Johansson

In 2018, Hwang’s impact on the industry garnered prestigious recognition with a nomination for the LVMH Prize, ultimately earning a runner-up Special Prize. The label marked its runway debut at Paris Fashion Week for Fall 2019, solidifying its status as a global player in the fashion arena. Since then, Rokh designs have graced the bodies of renowned figures such as Blackpink, Kendall Jenner, Hailey Bieber, Lady Gaga, and Kerry Washington, among others, reflecting the brand’s universal appeal. Today, Hwang splits his time between London and Paris, with the latter serving as the brand’s home base. In an interview with smagazineofficial.com, Hwang expressed his belief in the versatility of his designs, aiming to cater to various body shapes and personalities, a testament to his inclusive vision for fashion.

So get ready to explore the Rokh x H&M collection. Spanning womenswear, menswear, and accessories, the collection will launch in selected stores and online at hm.com on April 18, 2024. Join us as we celebrate the marriage of elegance and innovation while we discover the transformative power of style.