Rok Hwang went from studying at Central Saint Martins to working under Phoebe Philo at Céline to making beautiful, technical clothes inspired by horror films and winning the LVMH Special Prize. Find out more on i-D:
An unassuming corner of Finsbury Park, tucked away behind the budget bridal and tailoring stores of Fonthill Road, isn’t the first place you might expect to find the HQ of one of London’s most dynamic and exciting new brands. But ring the buzzer and head up a flight of stairs and you’ll find a different world: a cavernous studio flooded with natural light. “We are a very open studio,” Rok Hwang says. “We can talk about things we like and don’t like in a way that’s really frank.
Since launching Rokh in 2017, the brand’s rise has been stratospheric: the first collection secured 30 international stockists , while last year, Rok was awarded the LVMH Special Prize of €150,000. “I didn’t expect things to move as quickly as they have,” Rok says, “but from our first collection there has been a constant request for us to do a show, and after the LVMH Prize, we couldn’t be too quiet about it anymore.
Modesty aside, it's Phoebe's instinct for balancing practicality with the avant-garde that runs through Rokh’s designs. “I think Phoebe is a genius, she has a complete vision,” Rok says. “What I really learned at Céline was how to make the fit perfect. How to make the garment really perfect by paying attention to details or choosing the fabrics.
The idea of narrative, of being a storyteller, comes up again and again when talking with Rok about his collections. “I tried to bring a lot of domestic elements from 90s Americana — the blankets, the crochet, the sun-bleached dresses that reminded me of growing up in Texas, where if you leave the fabric by the window it fades.
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