High street giant H&M’s designer collaborations are renowned among fashion fans. In fact, the limited edition capsule collections are known to sell out within seconds, causing website crashes and in-store queues coming out of shop doors. But joining the line-up of famous luxury labels – including Rabanne, Simone Rocha, Moschino and Erdem – is an emerging designer who’s relatively unknown compared to the partnerships who have come before.

Named Rokh, after creative director Rok Hwang (who used to work under Phoebe Philo as ready-to-wear designer at Celine), the emerging label is “admired for its experimental spins on wardrobe staples”, according to H&M. The brand has already been worn by some key celebrities, including Blackpink’s Jennie and Jisoo, Korean actor Han So-hee, Sydney Sweeney, Irina Shayk and Lucy Hale, to name only a few. Partnering with H&M is likely to launch Rokh into the limelight, propelling it from a fashion insider favourite to a household name.

Everything you need to know about the H&M x Rokh collaboration