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H&M is launching a new collaboration with a major designer this spring, and it could change your office outfits

Born in Korea, raised in Texas, designer Rok Hwang trained in London before cutting his teeth at Celine during the Phoebe Philo era, then at Chloé and Louis Vuitton. Since launching his brand in 2016, he has talentedly imposed his minimalist fashion with his rokh, poetic and rebellious brand, already recognized by the LVMH Prize. Now he has signed the most anticipated collaboration of the spring with H & M.

If perhaps you don’t know the rokh brand yet, this collaboration with H&M could help you. The cutting-edge label founded in 2016 by Rok Hwang with tailored cuts and the Swedish fast fashion giant are joining forces to create a collection that will be available from April 18, 2024.

Who is Rok Hwang, the designer behind rokh, soon to collaborate with H&M?

To better understand the interest of this collaboration, let’s first look at its founder. Born in Korea, raised in Texas, he moved to London in 2004 to train at Central Saint Martins, Rok Hwang. He graduated in 2009, receiving a prize awarded by the school for his graduation earnings. He then moved to Celine, under the artistic direction of Phoebe Philo, then worked at Chloé and then at Louis Vuitton. He finally launched his brand in 2016, with a name that combines his first name and the first letter of his last name. And this, without capital letters, a sign of the humility of someone who defines himself as a ” craftsman of imperfection », always in balance between tradition and rebellion, delicate poetry and structured elegance, as illustrated by his collections.

Jeans from the collaboration between rokh and H&M
Cardigan €79.99; Panties €49.99; Jeans €149.

In 2018, the fashion competition organized by LVMH nominated him and he won the Special Prize: a scholarship of 150,000 euros and mentorship from the luxury group. The following year he made his debut at Paris Fashion Week, establishing himself as a name the industry now has to reckon with. And this new collaboration with H&M could make it gain popularity beyond the narrow circle of industry insiders.

A bustier and trousers from the collaboration between rokh and H&M
Sachet €79.99; Trousers €129.99.

What will the collaboration between rokh and H&M be like?

The first images of this rokh collaboration with H&M announce collections for men and women, with architectural trench coats, dresses with removable hems, corsets, reworked trousers and jeans, a top with a delicate floral print or even the perfect pleated skirt. But also accessories such as matching gloves and tights, underwear, two-tone metallic jewellery. Special mention to the fun office accessories, like a briefcase and an accordion case.


A bodysuit and skirt from the collaboration between rokh and H&M
Body €49.99; Skirt €129.

You can clearly see the discreet radicalism of the rokh, made more accessible thanks to H&M’s industrial know-how. We also appreciate the versatility of the dresses, which can easily be mixed and matched and stacked. But also modular thanks to removable and adjustable elements, such as hooked hems and parts with buttons. The best thing is to appropriate these pieces from a wardrobe designed to be timeless, and to be able to accompany us both in the office and in the evening. In a press release for H&M, designer Rok Hwang is thrilled with the result:

“I always try to make my collections as timeless as possible, and one way to do that is to personalize the details. I’ve seen people wear the panels of our multi-button raincoat in an incredibly unique way that I never would have imagined when I first created this style. Seeing my clothes be interpreted by people wearing them in their own way is one of my greatest pleasures, and I can’t wait to see how customers will interact with this fun and lively collection designed for H&M. »

As for prices, count around €80 for a bustier, €130 for trousers with a slit, €350 for a sublime trench coat, or even €250 for one of the most elaborate dresses of this period. collab rokh H&M, available from 18 April 2024.

A trench from the collaboration between rokh and H&M
Trench €349.

The H&M rokh collection will launch in select stores and online on April 18, 2024.

A dress born from the collaboration between Rokh and H&M
Dress €199.

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Source: Madmoizelle

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