Off-beat elegance: H&M and Rokh debut collaboration
With Rokh’s signature attitude and deconstructed pieces, the Rokh H&M collection is made to last.
“Rok Hwang has quickly established a strong identity for Rokh, winning fans for his ingenious tailoring and flattering dresses with offbeat silhouettes. We’re excited to bring his work to a wider audience with this wonderfully inventive collection,” said Ann-Sofie Johansson, Creative Advisor and Head of Design Womenswear at H&M.
The newest iteration of H&M’s much-coveted designer collaborations comprises a series of modern-day interpretations of wardrobe staples curated by Rokh. The up-and-coming label, created by Korean designer Rok Hwang with extreme care and attention to detail, is lauded for its innovative take on classic pieces that exude a noticeable air of eccentric elegance through thoughtful customisation options. With pieces like detachable-hem dresses and double-layer trench coats, as well as figure-flattering corset-style garments, witty office-inspired accessories and striking jewellery, the Rokh H&M collection demonstrates Rokh’s versatile characteristics.
Button fastenings and hook-and-eye trims allow many pieces to be customised. The double-layer trench coat, blazer with an extended metallic-notched belt, black corset dress, multi-button trench coat and cocooning leather jacket are everyday favourites. A leather suitcase bag with the Rokh logo, an accordion file organiser bag, graphic metallic jewellery, double-wrapped belts and a statement transparent mule with an industrial bolt heel, the accessories are equally as coveted.
“I always focus on making my collections as timeless as possible, focusing on customisable details and decisive cuts. To see my clothes being worn in brilliantly unique ways I never imagined while I was designing them is one of my greatest pleasures. I can’t wait to see how customers engage with this fun and dynamic collection for H&M,” the creative director at Rokh shared.
How do you balance innovation with the wearability of the collection?
Rok Hwang Innovation and durability — those are the two important things that we always take into consideration. I think what we focus on is that we want to construct garments in a creative way, as I always give something that is quiet but could be playful with different details. They must be something that could be worn daily, and at the same time, they must come with details that allow you to be creative.
How do consumer preferences come into play?
RH We have constructed the garments in a really classic form, and we have items that I think could easily fit into people’s lives. Overall, we believe that this collection is both traditional and approachable, seamlessly integrating into everyday life.
Ann-Sofie Johansson Yes, and that’s why we’re collaborating with Rokh, because what he says now is exactly what we always look for. The designs are unique, and there are many ways to wear them. The modularity is really appealing.
How did the collaboration come about?
ASJ It was a long process leading up to it. We’ve had our eyes on Rokh for many years. We wanted to work with him because of his uniqueness and style. So, when we reached out to Rokh and he said, “Yes,” that got the ball rolling.
We had our first meeting on Zoom back in November 2022 before our meeting in Stockholm. He flew all the way to Stockholm three times to execute something like a creative handover, a fabric meeting with a lot of touch and fit, and having the H&M team work together with Rokh. It’s a true collection for both Rokh and us as we share knowledge, bounce ideas off each other, talk about the customers, who’s going to wear it, what they like and so on.
What were some of the challenges that you faced?
RH In terms of creativity and pushing the boundaries, I think there were no challenges because the H&M team was really kind and dedicated themselves to focusing on each design and idea. The whole team was very dedicated to developing the collection and creating beautiful clothes.
ASJ For a designer, you have so many good ideas that we could narrow down on. The tricky part is getting a well-balanced collection out of them by choosing only the best to put together a coherent collection.
Sustainability is a big part of Rokh. How did you integrate that into this collection?
ASJ I think for us, it’s part of the business idea to do everything we do sustainably. So, whether it’s our own collection or a collaboration, we always try to get sustainability in when it makes sense, whether it is to use sustainable fabric or recycled fabrics without jeopardising the durability or actual style. And we work with chrome-free leather, organic cotton and recycled brass, for example.
When it comes to sustainability, H&M has a certain goal to achieve. As a designer, I focus on the items’ durability and longevity. That must start with the design and all the details for a well-made garment to last a long time. I think it’s a responsibility we have as designers, and you also want to make a garment that you will save in your wardrobe for many years to come.
How does this collaboration contribute to the broader sense of fashion?
RH It’s a hard question… [laughs]
ASJ You could say “happiness” for all fashion lovers. We love fashion; we get really excited about it, and we want to look good, dress ourselves, and express our personal identity. I guess that is what we’re contributing with the collaboration, as well as making more people able to buy something from Rokh which is the whole idea behind the collaboration: that it shouldn’t be a matter of price. Also, to show a lot of amazing designers, accessibility is really important.
If you can only choose one, which would you pick as your favourite piece?
RH I love the trench because you will find the most iconic details of Rokh in the cut or oversized shape. Additionally, you can take it off or wear it on one side. It has a lot of playfulness so I think that is the most iconic item — you will find the DNA and what we have developed and worked together as a team.
ASJ I love all of them. If I had to pick one, it’d have to be the black dress. I think that is beautiful, and with its hardware and the hooks on the hem, there are different ways of wearing it. It’s a beautiful piece — super feminine.
What is one thing you would like to tell our readers about the collection?
RH Timelessness. I believe what we have concentrated on in developing the collection is timeless. Each item is designed to last and may be combined and worn in any style to suit various lifestyles. The more you wear them, the more you'll learn. They can be transformed to reflect your ever-changing style.
ASJ Yeah, I totally agree. Just when you thought it was an ordinary trench coat, you turn it around and see buttons that go all the way down. Things like that — it’s a little bit quirky but speaks volumes. For me, it triggers you, and it’s intriguing. And of course, keep an eye out for the worldwide launch on April 18. [Laughs]
Swipe the gallery to take a look at the collection:
The H&M and Rokh collaboration will be available from April 18 at selected H&M stores and on hm.com.
