K-pop-stars-meets-subversive-fashion: Here’s what went down at the Rokh H&M party in Seoul
A star-studded guest list, an exhilarating performance by CL and a collection that's the epitome of classic with a twist.
Less than a month ago, H&M announced its latest designer collaboration with Rokh, an emerging cult label known for its deconstructed — and reconstructed — version of classic silhouettes. Fast forward to last Friday, April 12, the brand held a big celebration in anticipation of the upcoming launch in Seoul. The venue? One of the city’s key architectural landmarks — the neo-futuristic Dongdaemun Design Plaza. L’Officiel Malaysia was the exclusive Malaysian media at the event.
VIPs include some of the hottest celebrities in town, namely K-pop idols Mina and Chaeyoung from Twice, and Xiumin from EXO, as well as actors Teo Yoo, Lee Soohyuk, Seol Inah, Kim Doyeon, model Shin Hyundai, and Japanese actors Ayaka Miyoshi and Kasamatsu Show.
Aside from that, Malaysian KOLs including May Ho, Juwei Teoh and Zhen Ning, were also flown out to the event, dressed in full looks from H&M.
During the event, guests had the opportunity to immerse themselves in the digital exhibition as the gallery enabled them to discover the collection along with a behind-the-scenes look at the creative process. Rokh’s twisted classic aesthetic served as the focal point of the entire line-up, as the womenswear, menswear and accessories separates are the epitome of timeless fashion with a modern edge.
As a Korean-born designer, Seoul has always been such an inspiring location for me personally. It felt great to be able to present this Rokh H&M collection in such a vibrant cultural environment with so many supporters of the brand who have championed us since day one,” states the Korean-born, Paris-based designer Rok Hwang.
H&M’s head of design (womenswear) and creative advisor, Ann-Sofie Johansson, echoed his statement, “Rok Hwang has a very international perspective, and his Korean heritage has an important bearing on his work. We were happy to present the Rokh H&M collaboration in Seoul, where it was great to see fans of the brand wear the designs in their unique way.”
Read our interviews with Rok Hwang and Ann-Sofie Johansson here, and check out our special editorial shoot featuring the collection here.
The Rokh H&M collection will arrive on April 18 at hm.com.
