Rok Hwang On Redefining The Classic for Their H&M Collaboration

H&M’s designer collaborations are legendary. Bridging the gap between the runway and everyday fashion fanatic, H&M have pioneered the now popular collaboration formula, releasing sell-out collections by Comme des Garçons, Karl Lagerfeld, Balmain, Mugler and Simone Rocha over the past 20 years, distilling the essence of each brand for the masses.

Following in the footsteps of last year’s Paco Rabanne collaboration, H&M have tapped Korean designer of the moment Rok Hwang.

Hwang's deconstructed take on the trench coat, his pleated skirts and eyelet belts have probably passed you on the street, caused you to look for a little longer. The Korean designer's assured, singular brand has attracted the who's who of the industry to his namesake label's shows in Paris, having launched in 2016. Known for precision of viewpoint and cut, having Rokh signatures translated for the H&M customer was a thrilling proposition for the designer.

'For me, the classic has different meanings. It has to be something essential, for the person. For Rokh, and especially on this collaboration, what I have focused on is key items for men's and women's that could add our DNA to the people's wardrobes', Hwang says.

The Rokh x H&M collection is based around the idea of a workwear wordrobe, and the 58-piece line-up is full of Rokh classics like the double trench coat, and details like buttons on the nape of a wool coat.

'A classic for me is something that the eyes don't get tired of, that can rotate in your wardrobe. That is exactly what we talked about when we created the collection - timelessness', Ann-Sofie Johansson (H&M’s creative advisor and head of design womenswear) says.

Don't mistake this collaboration for being about practicality. These may be classics, but they're Rokh classics. They're pieces to fall in love with. 'When you love something, it can become a classic. Classic is not just about a white shirt, it depends on your personal style', Johansson says. 'These Rokh x H&M pieces are intriguing.'

Yes, the chunky cable knitwear, Oxford shoes and briefcase will fit seamlessly into everyday life, but they're more interesting than that. Take the pleated skirt, or black dress - a favourite of Johansson's - which can be unbuttoned with a detachable hem to wear in different ways. 'It's about capturing our DNA. We've been recognised for beauty of construction, here we wanted to provide everyone with at least one item that could really play a central role to carry with them', Hwang says. 'This collection has classic appeal, but if you look in detail, there's radical details and transformative silhouettes for a wide audience.'

Johansson says that they had been keeping an eye on Rokh for a couple of years, and wanted to propose the growing brand to their wide-reaching audience, something she finds 'thrilling' to be able to do. Hwang mirrors this, saying this is a 'significant milestone' for the brand.

'True collaboration means we talk, we work together', Johansson adds. Hwang visited the H&M team in Stockholm for fabric and design meetings, working to distill his brand into a collection that ranges in price from £34.99 to £399.00 and includes everything from cut-out t-shirts to a statement dress and leather jacket.

H&M x Rokh launches 18 April, 2024.