High street giant H&M’s designer collaborations are renowned among fashion fans. In fact, the limited edition capsule collections are known to sell out within seconds, causing website crashes and in-store queues coming out of shop doors. But joining the line-up of famous luxury labels – including Rabanne, Simone Rocha, Moschino and Erdem – is an emerging designer who’s relatively unknown compared to the partnerships who have come before.

Named Rokh, after creative director Rok Hwang (who used to work under Phoebe Philo as ready-to-wear designer at Celine), the emerging label is “admired for its experimental spins on wardrobe staples”, according to H&M. The brand has already been worn by some key celebrities, including Blackpink’s Jennie and Jisoo, Korean actor Han So-hee, Sydney Sweeney, Irina Shayk and Lucy Hale, to name only a few. Partnering with H&M is likely to launch Rokh into the limelight, propelling it from a fashion insider favourite to a household name. 

Speaking about the collaboration, Rok Hwang says: “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.”

Ann-Sofie Johansson, creative advisor and head of design womenswear at H&M, added: “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.”

The curated edit is rumoured to be a 58-piece collection launching in-store at select locations and online at H&M on 18 April. Hero pieces will include Rokh’s signature styles, such as a double-layer trench coat, detachable-hem dresses, corset-style pieces, office-ready bags and statement jewellery. So, we’ll certainly have our shopping bags at the ready.

Images: courtesy of H&M