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When Rok Hwang, creative director of rokhwas developing his next collaboration with H&M, put a lot of effort into achieving the perfect shade of beige. He had to be one that was neither too “formal” nor too “school uniform” and that felt “just the right side of vintage”; apparently a touch more black was needed. It’s a small glimpse into the demanding nature of Hwang’s design process: a multifaceted state of flow on display in full effect in his long-awaited collection for the high street retailer, launching on April 18.
“Rokh is at the forefront of a new wave of Korean designers whose conceptual yet wearable pieces are captivating fashion right now.” says Ann-Sofie Johansson, creative advisor and head of women’s fashion design at H&M. “We are proud to present a curated edition of designer Rok Hwang’s adaptable wardrobe classics and can’t wait to see how our customers wear them.”
Born in South Korea, Hwang grew up in Austin, Texas, before moving to Nottingham in the United Kingdom as a teenager. A graduate of Central Saint Martins, under the influential gaze of the late professor Louise Wilson, the designer cut his teeth at Céline, Chloé and Phoebe Philo’s Louis Vuitton before founding his own label in 2016. the LVMH Special Prize followed two years later .
This year’s collaboration with H&M also puts it at the end of a long list of influential design talents who have partnered with the flagship store: from Karl Lagerfeld to Isabel Marant, Comme des Garçons and Simone Rocha. To say he’s been busy is an understatement.
Staying remarkably close to Hwang’s original design DNA, the 58-piece collection is packed with quietly subversive yet wearable staples that are sure to win the hearts of the notoriously hard-to-please fashion crowd. “People describe my design process as a form of deconstruction,” Hwang said to New York Times back in 2019. “But I’m actually rebuilding; I like taking something that already exists and giving it new shape and meaning.”
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