rokh H&M

H&M continues its tradition of exciting designer collaborations with its latest partnership featuring emerging brand Rokh. Led by Korean designer Rok Hwang, Rokh is renowned for its experimental twists on wardrobe staples, blending off-beat elegance with clever customization.

The collection, available in South Africa from 18 April 2024 at selected H&M stores and online at Superbalist.com, spans womenswear, menswear, and accessories.

Highlighting Rokh's adaptable signatures, the collection showcases double-layer trench coats, detachable-hem dresses, flattering corset-style pieces, and playful office-inspired bags and statement jewelry.

Ann-Sofie Johansson, H&M's creative advisor and head of design womenswear, expresses pride in presenting Rok Hwang's curated edit of wardrobe classics, anticipating how customers will embrace them.

“Rokh is at the forefront of a new wave of Korean designers whose conceptual-yet-wearable clothes are captivating fashion right now. We’re proud to present a curated edit of designer Rok Hwang’s adaptable wardrobe classics, and we can’t wait to see how our customers wear them,” says Ann-Sofie Johansson, creative advisor and head of design womenswear at H&M.

Rok Hwang, Rokh's creative director, describes the designs as combining classic appearance with radical construction for a timeless design approach. He eagerly anticipates sharing their vision with a wider audience globally through this milestone collaboration with H&M.

“Rokh designs have a classic appearance with a radical construction for a timeless approach to design. I’m very excited to share our vision with more customers around the world thanks to this milestone collection with H&M,” says Rok Hwang, creative director at Rokh.

Don't miss out on this collection releasing in South Africa on 18 April at selected H&M stores and online at Superbalist.com.