H&M returns with its latest designer partnership and it’s a match made in heaven.

The Swedish fashion brand has teamed up with Paris-based brand Rokh to create a collection of cooler-than-cool deconstructed essentials for spring. Now available in-stores and online, the Rokh x H&M collaboration combines H&M’s accessible price points with the distinctive style of South Korean-born designer Rok Hwang, who has dressed the likes of Kendall Jenner, Hailey Bieber, Blackpink, Sydney Sweeney, Anya Taylor Joy and other notable celebs.

“For me, the aspirational figure is always the working woman. Whether it’s the women working around me in my studio, or the women I have worked with throughout my career – such as Phoebe Philo, who I worked with at Céline – I’m always taking inspiration from women who work hard.”

Rokh is known for its intricate tailoring, innovative layering and removable elements, and it’s exactly what drew Ann-Sofie Johansson, head of design womenswear and creative advisor at H&M, to the label.

“We’ve been keeping an eye on Rokh for a few years now, and what we really fell in love with was the tailoring. He has such a clever way of reinvigorating classic tailoring silhouettes and giving them an edge while still ensuring that they are versatile and easy to wear,” says Johansson. “Our collaboration strategy at H&M is diverse and experimental, and we love to mix very well-known houses with younger, more emerging designers that perhaps our customers haven’t heard of before. We also feel strongly that we want to use our platform to support young talents. We’ve collaborated in the past, for example, with Simone Rocha and Erdem, and both collections were fantastically successful. We approached Rokh over a year ago and were thrilled when Rok agreed to collaborate.”

Below, we chatted with Hwang about the partnership and share our must-have pieces from the collection.

What was the inspiration behind the collection?

“My inspiration at Rokh always comes from real-life situations. Workplaces and workwear were big inspirations for this H&M collaboration, down to the accessories which were inspired by office files. At the same time, I wanted the collection to be really timeless and versatile, translating our codes for the H&M customer.”

How do you feel Korean fashion aesthetics are influencing Western fashion?

“Over the last decade, Korea has become very globally prominent. From fashion to cinema and music, so much is happening in Korea right now. I think the combined cultural excellence is making waves in a positive way. But I think there is a specific, artistic approach to dressing, especially with young people, which is very exciting. I was born in Korea but I always say Rokh is a citizen of the world! We have a very international perspective and we combine our Korean heritage with my education in the US and London and our shows in Paris. I think taking inspiration from lots of different cultures is what makes our brand so strong.”

What are some of your favourite pieces from the collection and how would you style them?

“This collection is really true to the Rokh iconic looks and signatures. The double trench is a key design for us, it really stands for Rokh from our earliest days and is our most recognizable piece. What I love about it is that it can be quite radical but it’s actually really timeless. Just like the button trench for men, it can be customized according to your own personal style, which is something I always love, as I know our customers will rarely be wearing a ‘full look’. I’ve even seen customers wearing the button section upside down, which is something I never intended when I designed it, but it was cool to see! There are other versatile details and themes – corsetry, a black dress with a hook-and-eye hem that can be adjusted, our signature double-wrap belts – but the trench coats are the key pieces. As a general rule I don’t really want to impose styling on customers. I think the double-belts are an example of a great styling piece that can be worn with anything in your wardrobe to give a Rokh spirit.”

Read more:
Rabanne H&M Is Here
Celebrating 10 Years of H&M Studio
Cherish Waste: A New Sustainable Collection for H&M