H&M is no stranger to a designer collaboration. The Swedish fashion giant has become one of the most well known purveyors of it, dropping highly anticipated capsule collections with some of the most exclusive and sought after designers since 2004. This year’s iteration of its famed designer collaboration series? Paris-based cult label, Rokh. And in honour of its founder Rok Hwang’s Korean heritage, H&M celebrated the capsule collection at Seoul’s Dongdaemun Design Plaza on 12 April 2024 with a star-studded exhibition.
Established in 2016, Rokh is the Paris-based brainchild of Korean-born designer, Rok Hwang, who has steadily built a cult following in the fashion industry for his playful and subversive take on wardrobe staples. Classic codes of Hwang’s designs for his namesake label are evident throughout the collaboration—tailored and deconstructed in equal measure; masculine and simultaneously feminine. Notable pieces such as trench coats for both men and women feature button closures along sleeves and shoulders, and jackets and dresses feature multiple belts and corset detailing with detachable snaps, allowing the wearer to cleverly customise each piece to their liking.
Celebrity guests, among them singers Chaeyoung and Mina from Twice, Xiumin from EXO, Teo Yoo and Lee Soo Hyuk, graced the event. Adorned in key looks from the collaboration, they immersed themselves in the exhibition setup. The event offered an intimate behind-the-scenes glimpse of the design process between Hwang and Ann-Sofie Johansson, H&M’s head of design for womenswear and creative advisor. Additionally, attendees enjoyed a comprehensive view of the entire collection, spanning across womenswear, menswear, and accessories.
The night concluded with two DJ sets by Ana Kim and artist My Q before guests were treated to a surprise performance by CL (in Rokh H&M no less) who performed hit singles such as ‘Doctor Pepper’. Scroll through to see all the celebrity guests in attendance.
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Ann-Sofie Johansson, CL and Rok Hwang
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Chaeyoung and Mina from Twice
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Xiumin from EXO
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Teo Yoo
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Lee Soo Hyuk
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Seol Inah
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Kim Doyeon
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Ayaka Miyoshi
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Kasamatsu Show
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Hyunji Shin
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