Ready, set, GO: The H&M x Rokh collaboration collection is finally here and, as suspected, it's already flying off the shelves.
Double-layer trench coats, utilitarian accents, belted corsetry, architectural tailoring and floral spotlights: Rokh x H&M was announced on the 19th March, and after getting a sneak preview and try-on of every single piece, I have been chomping at the bit.
“Rokh is at the forefront of a new wave of Korean designers whose conceptual-yet-wearable clothes are captivating fashion right now,” says Ann-Sofie Johansson, Creative Advisor and Head of Design Womenswear at H&M.
Former Celine alumni and winner of LVMH's Special Prize, Texas-raised and London-based designer Rok Hwang launched his namesake label back in 2016 and has been climbing the fashion-fame ladder ever since. His latest accomplishment, and the one that's going to earn him even more gravitas within the industry? H&M X Rokh.
I'm the sort of person that swoons for good tailoring – so no surprises that the studded blazer and matching pleated skirt, and the corset top and trouser co-ord were my favourite looks (and the items which I'm currently sprinting to the checkout for). In an unexpected turn of events, I also fell head-over-heels for one of the menswear designs: the asymmetric, dipped-hem cable-knit sweater, to be precise.
Elsewhere, and perhaps less shockingly, I was majorly drawn to the girly dresses and floral prints. Who knew a pair of elbow-length gloves were so crucial to a spring outfit? Now I fear I won't be able to go anywhere without them.
And as for the detachable hem asymmetric dress? I've never been more sold. This innovation deserves several rounds of applause – just think of the multiple events you could wear it to, with no one being the wiser that it was the same frock – and it fit like nothing I've ever tried on before. I know LBDs are a forever hero, but I didn't know they could be this good.
Each piece is as exquisite as I imagined, with a weighty feel, expertly finished seams, clever details and even cleverer fabrics (read: capsule wardrobe items with head-turning twists). Mark my words: I think this may be the fastest drop to sell out for H&M in a while.
Are we surprised when it was imagined by Central Saint Martins-trained hands who once worked with Phoebe Philo, Louis Vuitton and Chloé? Probably not.
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The latest launch in H&M's designer collaboration series, and the first for 2024 (PSA: they've recently been having two a year), the Rokh x H&M collection heroes “classic appearance with a radical construction for a timeless approach to design,” according to creative director Rok himself.
After the success of Rabanne H&M and H&M Mugler in 2023, plus Isabel Marant, Balmain, Giambattista Valli, Simone Rocha, Iris Apfel and even H&M Studio SS24 – some of the biggest names in the sartorial stratosphere – it seems particularly poignant that the Swedish retailer has picked an emerging label to mark 20 years of these partnerships. A commendable statement, even.
Though the Rokh H&M collection is full of those adaptable wardrobe classics and experimental craftsmanship spins the emerging label is known for, it also remains true to the high-street brand's affordability and functionality. Think wardrobe signatures such as t-shirts, blazers, leather jackets, knitwear and workwear with cleverly customisable details, fastenings and silhouettes for off-beat elegance at an attainable price tag. Prayers: answered.
Spanning across womenswear, menswear and accessories, the 58-piece collection is available online at hm.com (on iOS, android and PC) and in selected stores from the 18th April (today). See exactly what I'm investing in from the H&M collaboration below.
For more from GLAMOUR UK's Senior Commerce Writer Georgia Trodd, follow her on Instagram @georgiatrodd. Read about the brand Rokh's latest designs from our Fashion Week trends report here to whet your appetite for the collaboration.
