SO HOT... The 'rokh X H&M' Collection Launch Celebration Event

On April 12th, a celebration event was held at Dongdaemun Design Plaza (DDP) in Seoul, marking the collaboration between the global fashion brand H&M and the Korean designer brand 'rokh'. The collection launch was attended by many celebrities home and abroad, including Twice's Mina and Chaeyoung, actors Yoo Taeho, Lee Soohyuk, Seol Inah, EXO's Xiumin, singer and actress Kim Doyeon, model Shin Hyunji, actress Miyoshi Ayaka, and Kasamatsu Sho.

The event in Seoul provided an immersive experience with the theme of timelessness, presented to the audience though analog film and digital screens. The party was enhanced with a powerful performance by artist CL, and DJ sets by model and DJ Anna Kim, along with the artist My Q.

[Photo provided by H&M, model and DJ Anna Kim and artist My Q]

Emerging brand 'rokh', led by Korean designer Hwang Rok, is gaining global attention for its unique interpretation of classic wardrobe styles.

The rokh H&M collection, featuring women's, men's, and accessories, will showcase four exclusive pieces for Korea and Japan.

"As a designer born in Korea, I am always inspired by Seoul. I am thrilled to engage with fans who have loved the brand 'rokh' from its inception, here in this vibrant and inspiring city," said Hwang Rok, creative director of brand 'rokh'.

"Hwang Rok has a very international perspective, and his Korean heritage is a vital influence on his collection. It's a pleasure to present the rokh H&M collaboration in Seoul and to see fans style it in unique ways," said Ann-Sofie Johansson, H&M's creative advisor and head of women's design.

The rokh H&M collection will launch on April 18, 2024, in selected stores and the official H&M online store. In Korea, it will be available at nine H&M locations: Jamsil Lotte World Mall, Busan Centum City Shinsegae, Pangyo Hyundai Department Store, Yongsan I'Park Mall, Starfield Hanam, Garosu-gil, Daegu Dongseong-ro, Hongdae, and the Starfield COEX Mall.