Recently, H&M has announced its collaboration with emerging brand Rokh for its renowned designer collaboration series. Rokh, led by Korean designer Rok Hwang, is celebrated for its innovative takes on wardrobe essentials, blending elegance with experimental design elements. The collection, featuring womenswear, menswear, and accessories, is set to debut in selected stores and online at hm.com from April 18, 2024.
The Rokh x H&M collection showcases the brand’s signature adaptable styles, including double-layer trench coats, detachable-hem dresses, corset-style pieces, and office-inspired bags and statement jewelry. These pieces reflect Rokh’s distinctive aesthetic, characterized by its blend of classic appearances with radical construction techniques, offering a timeless yet avant-garde approach to design.
Ann-Sofie Johansson, creative advisor and head of design womenswear at H&M, expressed her excitement about the collaboration, stating, “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.”
Rok Hwang, creative director at Rokh, shared his enthusiasm for the collaboration, emphasizing the brand’s vision of making fashion accessible to a wider audience. “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,” said Hwang.
The Rokh x H&M collection will be available online at hm.com from April 18, 2024.
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