Press release


On 16 April, H&M and Rokh toasted their new collaboration with a cool crowd of industry insiders at Dover Street Market in London. Awkwafina, Irina Shayk, Letitia Wright, Olivia Cooke and Jonathan Bailey were just a few of the names that attended the event, all wearing expressive designs from the forthcoming Rokh H&M collection, styled in ways that champion their personal style.

17 Apr, 2024 09:00 CEST

The evening in London’s Haymarket kicked off with an intimate performance by members of the Royal Philharmonic Orchestra inspired by Hwang’s love of cinematic scores, as guests took in the immersive installation by the innovative set designer Jabez Bartlett. Later in the evening, the experimental musician Arca played an exclusive DJ set while wearing a look from the collection that expressed her genre-defying sense of style.  

 Sought after for its twisted takes on classic wardrobe archetypes, the emerging brand rokh is forging a name for itself as one of the most exciting young labels in fashion under creative director Rok Hwang. Spanning womenswear, menswear and accessories, the rokh H&M collection will launch in selected stores and online at on 18 April. A curated edit of womenswear and menswear styles will also be available exclusively at Dover Street Market on 16 April for guests, and on 17 April for the public.  

“rokh stands for individuality, so it was great to have so many unique talents from the worlds of music, art and design contributing to this fantastic launch event for rokh H&M. It made me so happy to see people wearing the looks from the collection in their own way,”

says Rok Hwang, creative director at Rokh.

“Rok Hwang has a clever, creative approach to fashion, so it was fitting that his rokh H&M collaboration was presented during an immersive evening where cutting-edge fashion combined with classical music and an inventive installation,”

says Ann-Sofie Johansson, head of design womenswear and creative advisor at H&M. 

For more information and background around the campaign, including additional imagery and products, please source H&M Magazine