The H&M x Rokh 2024 campaign captures the intersection of accessible retail and avant-garde design, highlighting the distinctive deconstructed tailoring of Rok Hwang. Through a series of editorial portraits, the collection explores architectural silhouettes, featuring asymmetrical cutouts, layered fabrics, and prominent hardware such as grommeted belts and eyelet detailing.
The project channels a stark visual contrast, juxtaposing raw, weathered plaster walls with clean, minimalist studio backdrops. Photographed by Marie Deteneuille with styling by Suzanne Koller, the visuals emphasize tactile textures—from supple leathers to structured cottons—while maintaining a sharp, high-fashion aesthetic. Art direction by Li Von Euler and Giulia Miggiano grounds the collection’s complex patterns and voluminous shapes within a controlled, commercial framework.
