SO HOT... 'rokh X H&M' Collection Launch Celebration Event | 1 — [Photo provided by H&M, rokh H&M artist CL's performance]

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.

SO HOT... 'rokh X H&M' Collection Launch Celebration Event | 2 — [Photo provided by H&M, featuring Twice's Mina, Chaeyoung]

SO HOT... 'rokh X H&M' Collection Launch Celebration Event | 3 — [Photo provided by H&M, Yoo Taeho, Lee Soohyuk]

SO HOT... 'rokh X H&M' Collection Launch Celebration Event | 4 — [Photo provided by H&M, Yoo Taeho, Lee Soohyuk]

SO HOT... 'rokh X H&M' Collection Launch Celebration Event | 5 — [Photo provided by H&M, EXO's Xiumin]

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.

SO HOT... 'rokh X H&M' Collection Launch Celebration Event | 6

SO HOT... 'rokh X H&M' Collection Launch Celebration Event | 7

SO HOT... 'rokh X H&M' Collection Launch Celebration Event | 8 — [Photo provided by H&M, Seol Inah ]

SO HOT... 'rokh X H&M' Collection Launch Celebration Event | 9 — [Photo provided by H&M, Kim Doyeon, Shin Hyunji]

SO HOT... 'rokh X H&M' Collection Launch Celebration Event | 10 — [Photo provided by H&M, Kim Doyeon, Shin Hyunji]

SO HOT... 'rokh X H&M' Collection Launch Celebration Event | 11 — [Photo provided by H&M, rokh H&M exhibition view]

SO HOT... 'rokh X H&M' Collection Launch Celebration Event | 12 — [Photo provided by H&M, rokh H&M exhibition view]

SO HOT... 'rokh X H&M'

Collection Launch Celebration Event | 13 — [Photo provided by H&M, rokh H&M exhibition view]

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

SO HOT... 'rokh X H&M' Collection Launch Celebration Event | 14 — [Photo provided by H&M, creative advisor Ann-Sophie and designer Hwang Rok]

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

SO HOT... 'rokh X H&M' Collection Launch Celebration Event | 15 — [Photo provided by H&M, creative advisor Ann-Sophie, artist CL, designer Hwang Rok]

"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'.

SO HOT... 'rokh X H&M' Collection Launch Celebration Event | 16 — [Photo provided by H&M, Miyoshi Ayaka, Kasamatsu Sho]

SO HOT... 'rokh X H&M' Collection Launch Celebration Event | 17 — [Photo provided by H&M, Miyoshi Ayaka, Kasamatsu Sho]

"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.