South Korean fashion designer Hwang Rok, who operates internationally under the brand ‘ROKH,’ recently visited Korea after being chosen for a designer collaboration with global brand H&M. He is slated to attend a global launch event on April 18, introducing the ‘ROKHXH&M’ collaboration products at select stores worldwide and online.
Hwang, at the age of 40, is the first Korean designer to collaborate with H&M and was chosen as part of the brand’s celebration of 20 years in collaboration projects. H&M has collaborated with top designers since 2004, starting with Chanel’s Karl Lagerfeld and including icons like COMME des GARÇONS, Balmain, VERSACE, and Maison Margiela. These collaborations are known for incorporating the iconic designs of these designers while making them affordable to the public, sparking a trend known as ‘open run’ where eager shoppers line up early and even camp out in front of stores worldwide.
Hwang smiled and said, “It was surprising but also thrilling that H&M, known for working with major group designers, approached an independent designer like me.”
The Financial Times has praised Hwang Rok’s designs for blending Eastern and Western elements to maintain a unique appeal while being comfortable for wearers.
Hwang’s fashion features versatile garments that can be transformed into various outfits using exquisite cuts and buttons, such as trench coats that appear deconstructed and reassembled and dresses whose length can be adjusted via hooks. His designs, favored by K-pop icons such as BLACKPINK and Aespa’s Karina, have gained international popularity among Gen Z and millennials, catapulting ROKH to sought-after status across continents.
Born in Seoul, Hwang spent his childhood in Austin, Texas, with his professor father. He later studied at the Central Saint Martins (CSM) in London, a breeding ground for fashion designers. Despite a late interest in fashion, emerging only in his twenties, Hwang was steered towards the industry by CSM’s esteemed fashion design professor Louise Wilson (1962-2014), who mentored luminaries like Alexander McQueen, Christopher Kane, and Marques Almeida.
“My lack of familiarity with fashion led me to dive recklessly into it once I found it fascinating. I couldn’t stop playing with clothes, tearing them apart and remaking them at flea markets to delve into the essence of clothing,” Hwang said.
After graduating as valedictorian from CSM in 2010, Hwang caught the eye of Phoebe Philo, then known as ‘the designer’s designer,’ and began his career at CELINE. He later worked with other major brands like LOUIS VUITTON and Chloé, and in 2017, he launched his own brand, ‘ROK+H,’ a name derived by combining his initials. In 2018, he was the first Korean nominated for the LVMH Prize and won the second-place special award.
Ann-Sofie Johansson, head of women’s wear at H&M and a follower of Hwang’s career since his 2019 debut show in Paris, said, “I’ve been captivated by Hwang’s artistic flair and unique personality that makes his designs irresistibly desirable. I hope many more people will experience the magical beauty I felt.”
