Korean designer Rok Hwang on his collaboration with H&M.

What happens when a designer, known for his imaginative twists to wardrobe essentials, partners with a high street retailer? The result is a capsule collection that finds many takers. Take for instance, Korean designer Rok Hwang who designed for H&M—the curated edit dropped on April 18. Double-layered trench coats, utilitarian accents, and belted corsets are the essence of the collection. Born in Korea, Rok Hwang—the creative mind behind his eponymous label (Rokh)—specialises in menswear followed by womenswear at Central Saint Martins. Since the launch of his brand in 2016, the designer has been celebrated for its seamless integration of masculine and feminine design elements. 

Talking about his collaboration with H&M, the designer says he was pleasantly surprised by the “milestone opportunity”. He drew inspiration from everyday life, particularly work environments, which reflects in his collection that features a beige colour palette and accessories reminiscent of office briefcases and stationery. “I experimented with adjustable hemlines such as the black bustier dress’ detachable hem and the multi-button trench coat with selections that can be removed or worn differently,” shares Rok. 

Asked about the key pieces from the collection, the designer highlights the “Rokh icons”, such as the double-layered trench coat, the studded blazer with a matching skirt, and the file bag. Adapting his brand’s high fashion designs for a more accessible market with the continent-spanning retailer H&M posed no significant challenges for Rok. Instead, it led him to revisit his own archive, reaffirming the core values of his brand. 

H&M’s Head of Design Womenswear and Creative Advisor Ann-Sofie Johansson emphasises on the brand’s commitment to delivering great fashion at accessible prices. Praising Rok’s ability to reinvent classic tailoring with a conceptual eye, Ann-Sofie says the collaboration with the Korean designer was a natural fit. “He visited our Stockholm atelier several times for fittings, displaying hands-on involvement and a very clear vision for the collection,” she signs off.

All images: Rok, H&M

The article originally appeared in Harper's Bazaar India, April-May, 2024 print issue.

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