H&M announces a limited edition collection of reconstructed classics designed by Rok Hwang, creative director of the emerging Korean brand Rokh. Admired for its experimental spins on wardrobe staples under the exacting eye of Rok Hwang, Rokh is sought after for its cleverly customisable designs infused with off-beat elegance. Spanning womenswear, menswear and accessories, the Rokh H&M collection will launch in selected stores and online at hm.com from April 18th, 2024.
Rokh H&M explores the complexities — and possibilities — of tailoring, with Hwang building extra layers into his clothes, merging and doubling pieces, lifting elements from one style to add to another, as with the trench dress. He presents a quiet kind of radicalism, breaking down established tropes and offering new alternatives.
The collection is highly modifiable. Pieces can be layered, altered and even worn backwards, and many feature detachable, adjustable elements, like hook-and-eye hems and button-up seams. These are interactive details, not simply decorative; they are an invitation to the wearer to experiment, to make the styles their own, imbuing a uniqueness in every piece.
“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,” says Ann-Sofie Johansson, creative advisor and head of design womenswear at H&M.
Ann-Sofie Johansson and Rok Hwang
“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.
