New collaboration for H&M. The Swedish brand has worked hand in hand with Rok Hwang, the initiator of the Rokh label. The collection, available for sale since April 18, promises to be a collector’s item.
After Mugler and Rabanne, H&M’s latest two collaborations, it’s Rokh’s turn to join forces with the Swedish giant. This name means nothing to you ?
Fashion specialists will confirm that it is one of the most cutting-edge labels of the moment. Launched in 2016 by Rok Hwang, the brand aims to deconstruct the office wardrobe to make it modern and desirable. Her “intelligent, conceptual and creative approach to fashion”, says Ann-Sofie Johansson, head of creation at H&M, is particularly reflected in her tireless reinterpretation of the trench coat. A piece that the designer has fun modulating with alternations in length, unexpected cutouts and cleverly placed sets of buttons.
Midi skirts, oversized blazers, flowing dresses… This is precisely what the young man, born in Seoul, South Korea, and raised in Austin, United States, imagined as part of his collection with H&M . In all, 39 pieces for women and 17 for men, sold between 9.99 euros (a pair of socks) and 399 euros (a cut-out leather blazer). Distinctive sign: a white label sewn on each item of clothing, on which the words: “rokh spring-summer 0000 – 0000 autumn-winter 0000 – 0000”as if to mark the timelessness of the creations.
Already sold out
“Rokh is the symbol of a unique fashion allowing everyone to express their style and personality”explains Rok Hwang in a press release issued by H&M.
Fashionistas were not mistaken, since in just a few hours, the women’s collection, available since Thursday April 18, 2024, was sold out on the Swedish brand’s website. The men’s line, on the other hand, still has a few references. Parisians, for their part, can try their luck at the Lafayette boutique, located in the Opéra district. It is rumored that there is still a little stock left…