Rok Hwang: Defining a Unique Voice in Fashion with Rokh

In the constantly changing landscape of fashion, few designers have established a presence as original and forward-thinking as Rok Hwang, the visionary behind the brand Rokh. His path from childhood in South Korea and suburban Texas to the Parisian runways exemplifies talent, determination, and an unwavering commitment to creative authenticity.

Background and Academic Pursuits

Hwang was born in South Korea and relocated to the United States during his childhood, spending his formative years in Austin, Texas. Even though he was distant from the global fashion hubs, he drew early inspiration from the Americana aesthetic — filled with floral designs, rich fabrics, and the vibrant colors of Texas sunsets. These initial influences would later permeate his creations, often appearing in surprising color combinations and textures.

Hwang’s serious entry into the fashion realm began at 19 when he moved to London to study at Central Saint Martins, one of the most esteemed fashion schools worldwide. Surrounded by a creative community including peers such as Simone Rocha, Hwang sharpened his design perspective. His graduation collection earned first place, a remarkable achievement that captured the attention of Phoebe Philo, who was then the creative director at Celine.

Guidance from Phoebe Philo

Joining Philo’s team at Celine marked a crucial point in Hwang’s career. He describes the experience as “magical,” acknowledging Philo for imparting a vital lesson in fashion: understanding the individual for whom you design. Philo’s hands-on approach and commitment to creating garments for real women significantly impacted Hwang, influencing his own design philosophy.

Following his time at Celine, Hwang freelanced for major fashion labels, including Chloé and Louis Vuitton. These opportunities further honed his abilities and set the stage for his next major endeavor — the launch of his own label.

The Emergence of Rokh

In 2016, Hwang unveiled Rokh to the fashion industry. From the very beginning, the brand was recognized for its structured, deconstructed interpretations of traditional feminine forms. Drawing from his experiences with Philo and his own artistic inclinations, Hwang designed pieces that were both functional and avant-garde.

“The early years were incredibly challenging,” Hwang reflects. “But they also represent some of the most enjoyable moments of my life.” Those initial years were dedicated to establishing Rokh’s identity — a fusion of timeless tailoring and bold experimentation.

Acknowledgment and Expansion

Rokh’s distinctive style quickly attracted attention. In 2018, merely two years after launching his brand, Hwang was honored with the Special Prize at the LVMH Prize for Young Fashion Designers. This recognition not only provided global exposure for Rokh but also solidified its spot on the Paris Fashion Week agenda.

The LVMH Prize also empowered Hwang to advance his vision. “It truly helped us to present the brand to the world,” he states. “It was an essential entry point into the industry.”

Design Philosophy

Hwang’s creative philosophy is rooted in transformation. He often reinterprets classic garments — trench coats, bomber jackets, peplum blouses — infusing them with sculptural details and innovative tailoring. His collections embody contrasts: soft yet structured, timeless yet modern, practical yet artistic.

“I’ve always had a passion for sculpture and ceramics,” Hwang reveals. “I sought to incorporate those techniques into garment creation.” This artistic vision is showcased in recent collections, particularly Fall 2025, where trench coats evolved into capes adorned with floral appliqués and leather accents.

Collaborations and Broadening Reach

While Rokh’s runway collections cater to a high-fashion audience, Hwang is also committed to reaching a wider demographic through collaborations. His ongoing partnership with GU, a brand associated with Uniqlo, allows him to design accessible, whimsical pieces that maintain his signature style.

The Rokh x GU capsule collections showcase cropped trench jackets, barrel jeans, playful rugby shirts, and prairie dresses — all tailored for the GU customer. “My focus has been on designing for the GU shopper,” Hwang explains. “I aimed to create a dialogue through GU that could be both playful and artistic, yet also very practical.”

These collaborations, along with a recent tie-up with H&M, have become a strategic pathway for enhancing Rokh’s visibility and accessibility. “I cherish the opportunity to share something creative and beautiful with a broader audience,” Hwang remarks.

Looking Forward

As Rokh nears its 10-year anniversary, Hwang is dedicated to strengthening the brand’s bond with its audience. He envisions establishing a cultural hub — a space where fashion, art, and community can converge. “We aspire to hold a more distinctive stance in the industry and connect more authentically with customers,” he states.

Despite his achievements, Hwang remains grounded and focused.