When Rok Hwang, creative director at Rokh, was developing his upcoming collaboration with H&M, he went to great lengths to achieve the perfect beige shade. It had to be one that was neither too ‘formal’ nor too ‘school uniform’, and one that felt ‘just the right side of vintage’ – apparently a touch more black was needed. It’s a small glimpse into the exacting nature of Hwang’s design process: a multifaceted flow that’s on full display in his highly anticipated collection for the retail chain, out April 18.
“Rokh is at the forefront of a new wave of Korean designers whose conceptual yet wearable clothes are currently captivating fashion,” said Ann-Sofie Johansson, creative consultant and head of womenswear design at H&M. “We are proud to present a curated selection of designer Rok Hwang’s adaptable wardrobe classics, and we can’t wait to see how our customers wear them.”
Hwang was born in South Korea and grew up in Austin, Texas, before moving to Nottingham as a teenager. A graduate of Central Saint Martins, under the influential eye of the late Professor Louise Wilson, the designer went on to cut his teeth at Phoebe Philo’s Céline, Chloé and then Louis Vuitton, before starting his own label in 2016. The LVMH Special Prize followed two years later.
This year’s H&M collaboration also places him at the end of a long line of influential design talent who have collaborated with the retailer – from Karl Lagerfeld to Isabel Marant, Comme des Garçons to Simone Rocha. To say he’s been busy is an understatement.
