.new collection
Rokh x H&M
The Radical Remix
written Amanda Mortenson
Forget everything you thought you knew about fashion collaborations. The game has officially changed with the arrival of Rokh x H&M, a partnership that doesn't just push boundaries—it obliterates them. This isn't your run-of-the-mill team-up; it's a bold, defiant reimagining of what our wardrobes can signify, courtesy of Korean design prodigy Rok Hwang.
Ann-Sofie Johansson, H&M’s beacon of creativity, can barely contain her excitement. "Rok Hwang’s vision with Rokh has captivated the fashion world, earning acclaim for his audacious tailoring and redefinition of classic femininity," she enthuses. "This collaboration is a bridge between his distinctive craftsmanship and our broad audience, serving up high fashion with a twist."
portrait
Rok Hwang + Ann-Sofie Johansson
This collection is a playground of innovation, where the mundane is made extraordinary. Picture a trench coat, but not as you know it: double-layered, daring, different. Or an oversized blazer, redefined with a metallic belt that demands attention. The menswear too refuses to conform, with pieces that subtly critique corporate attire while inviting personal expression.
Accessories, from a logo-emblazoned leather suitcase to mules with bolt heels, are anything but accessories in this collection—they're statement pieces, integral to the narrative of redefinition and personal expression.
It's a fusion of Rok Hwang's innovative spirit with H&M's global reach, offering a fresh perspective on timeless pieces.
Celine Ad Campaign
Winter 2024
The collection's impact goes beyond aesthetics. It's a commitment to sustainability, embracing chrome-free leather, organic cotton, and recycled metals, and it acknowledges the global stage with exclusive designs for Korean and Japanese markets, celebrating the diversity of fashion appetites.
Rok Hwang's journey—from Seoul to the world's fashion capitals, through the halls of Central Saint Martins under the legendary Louise Wilson, to a pivotal role at CELINE, and finally, the creation of Rokh—reads like a testament to the power of innovation and cross-cultural influence in fashion. His work challenges, delights, and redefines, earning a place in the finals of the LVMH Prize and capturing the imaginations of fashion aficionados worldwide.
Mark your calendars
On 18 April 2024, the fashion landscape will shift as this electrifying collection hits selected H&M stores and the digital realm of hm.com.
all images
TEXAS Collection, Rokh and H&M Collaboration
(c) H&M