With H&M, the process of creative collaborations seems to never end. The fast fashion giant, since the very first collection with Karl Lagerfeld in 2004, has been on a long journey to marry high-end, luxury fashion with streetwear. Now at the two-decade mark, H&M is launching yet another collaborative collection, following the successes of its previous cohorts—recall Rabanne, Mugler and Maison Margiela. This time it’s with Rokh, the emerging South Korean fashion label based in Paris.
Led by creative director Rok Hwang, the upcoming collection captures the spirit of Rokh’s usual sensibilities. We’re talking deconstruction, clean subversion and adaptable garments that conscientiously toe the line between menswear and womenswear. Double-layered trench coats and longline blazers are fitted with stacked, waist-snatching belts. Studded dresses take detailed cues from corsetry, and oversized figures come with detachable hems and cut-outs for a subtly radical silhouette.
On the new partnership, Ann-Sofie Johansson, creative advisor and head of design womenswear at H&M says, “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.”
The gender-fluid, conceptual approach to the lineup with H&M does not come as a surprise. The Seoul-born designer is Central Saint Martins-trained, having studied both menswear and womenswear. Hwang also spent time as a ready-to-wear designer at Celine, under the helm of Phoebe Philo.
With Rokh, the devil is in the details. Buttons, zips and belts—often disregarded as mere attachments—are given their time of day with Rokh’s signature subversive gaze. Asymmetric tailoring, and focused fabric manipulation and construction, so present in the brand’s previous creations, find a dignified place within the collection for H&M.
Hwang’s own label was established in 2016, and has been adored by the likes of Blackpink’s Jennie and Jisoo, as well as Korean actress Han So-hee. Beyond major Asian celebrities, pieces from the brand have been seen on the backs of Sydney Sweeney, Irina Shayk and Lucy Hale, just to name a few. Speaking of his new creations for H&M, the designer says, “Rokh designs have a classic appearance with a radical construction for a timeless approach to design. I’m very excited to share our vision with more customers around the world thanks to this milestone collection with H&M.”
The Rokh H&M collection will be available at the Orchard Building flagship store and at hm.com from 18 April 2024.