H&M Taps On Rokh, By Korean Designer Rok Hwang, For Its Next Designer Collaboration

Here’s yet another indication that the Korean wave is still riding high in the fashion world. We’ve got k-pop and k-drama idols and celebrities dominating headlines and reports at fashion weeks, and now, H&M just announced the brand for their next designer collaboration — emerging fashion brand Rokh, helmed by Korean designer Rok Hwang.

A look at the collection confirmed everything we love about his brand, and the designer’s love for adding smart, experimental twists to wardrobe staples. The range of womenswear, menswear and accessories will launch in selected stores and online at hm.com from 18 April 2024.

“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,” says Rok Hwang, creative director at Rokh.

You’ll find everything from double-layer trench coats and double belts, corset-style co-ords and pleated designs embellished with edgy studs, as well as leather jackets, cut-outs and detachable-hem dresses; the latter takes on Rokh’s adaptable garments in a fresh way. These are mostly in surprising neutral tones of black and beige, except perhaps one floral print, though we think Rokh says it all with his deconstructed cuts and silhouettes, and how the designer explores both masculine and feminine codes. There will be bags and statement jewellery too.

In fact, Rokh’s rise in the fashion industry started as early as 2016 when the brand was founded by Hwang, and made its runway debut for Fall 2019 at Paris Fashion Week. Their designs have since been spotted on BLACKPINK, Kendall Jenner, Hailey Bieber, Lady Gaga, Kerry Washington, Hailee Steinfeld, Sydney Sweeney, and Anya Taylor Joy.

As for why H&M bet on this emerging brand, here’s what Ann-Sofie Johansson, creative advisor and head of design womenswear at H&M, has to say: “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.”