Double-layer trench coats, utilitarian accents, belted corsetry, architectural tailoring and floral spotlights: the H&M X Rokh collection was announced on the 19th March, and with just over three weeks to go until it launches, we’re already in awe of the impact it’s about to have.
“Rokh is at the forefront of a new wave of Korean designers whose conceptual-yet-wearable clothes are captivating fashion right now,” says Ann-Sofie Johansson, Creative Advisor and Head of Design Womenswear at H&M – and she’s not wrong.
Former Celine alumni and winner of LVMH’s Special Prize, London-based Rok Hwang launched his namesake label back in 2016 and has been climbing the fashion-fame ladder ever since. His latest accomplishment, and the one that’s going to earn him even more gravitas within the industry? H&M X Rokh – coming on the 18th April.
You can imagine, then, my excitement when I was invited to the H&M Showroom for a sneak preview – even more so when I got to try my favourite piece on.
Each item is as exquisite as you’re probably imagining, with a weighty feel, expertly finished seams, clever details and even cleverer fabrics (read: capsule wardrobe items with head-turning twists). Mark my words: I think this may be the fastest drop to sell out for H&M in a while.
Are we surprised when it was imagined by Central Saint Martins-trained hands who once worked with Phoebe Philo and Chloé? Probably not.
The latest launch in H&M’s designer collaboration series, and the first for 2024 (PSA: they usually have two per year), the Rokh x H&M collection heroes “classic appearance with a radical construction for a timeless approach to design,” according to creative director Rok himself.
After the success of Rabanne H&M and H&M Mugler in 2023, plus Isabel Marant, Balmain, Giambattista Valli, Simone Rocha, Iris Apfel and even H&M Studio SS24 – some of the biggest names in the sartorial stratosphere – it seems particularly poignant that the Swedish retailer has picked an emerging label to mark 20 years of these partnerships. A commendable statement, even.
In the latest episode of its much-loved designer collaboration series, H&M is delighted to announce a link-up with emerging brand Rokh. Admired for its experimental spins on wardrobe staples under the exacting eye of Korean designer Rok Hwang, Rokh is sought after for its cleverly customizable designs infused with off-beat elegance. Spanning womenswear, menswear and accessories, the collection will launch in selected stores and online at hm.com on 18 April.
In the latest episode of its much-loved designer collaboration series, H&M is delighted to announce a link-up with emerging brand Rokh. Admired for its experimental spins on wardrobe staples under the exacting eye of Korean designer Rok Hwang, Rokh is sought after for its cleverly customizable designs infused with off-beat elegance. Spanning womenswear, menswear and accessories, the collection will launch in selected stores and online at hm.com on 18 April.
Though H&M X Rokh is full of those adaptable wardrobe classics and experimental craftsmanship spins the emerging label is known for, it also remains true to the high-street brand’s affordability and functionality. Think wardrobe signatures such as t-shirts, blazers, leather jackets, knitwear and workwear with cleverly customisable details, fastenings and silhouettes for off-beat elegance at an attainable price tag. Prayers: answered.