GU, a UNIQLO sister brand and part of the Fast Retailing Group, announces its second collaboration with rokh, the London-based fashion label known for its reimagined classics and refined craftsmanship, launching Friday, April 4, 2025.
Founded in 2016 by designer Rok Hwang, rokh is recognized for its timeless yet directional aesthetic, blending elements of traditional tailoring with modern deconstruction. This collaboration continues the creative dialogue between GU and rokh, aligning GU’s accessible approach to fashion with rokh’s distinctive play on structure, layering, and detail.
For Spring/Summer 2025, the collection builds upon the “Play in Style” theme introduced in the first collaboration, reinterpreting classic silhouettes through fresh proportions, soft layering, and a contemporary color palette. Designed with lightweight, fluid fabrics, the pieces offer versatile styling options that invite effortless self-expression.
The collection also introduces GU x rokh menswear for the first time, featuring five minimalist, gender-inclusive designs. Inspired by modern workwear, the menswear lineup incorporates adjustable cropped pants with a customizable hemline and rokh’s signature double belt loops, adding an element of thoughtful construction to everyday essentials.
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The women‘s collection continues rokh’s elegant yet unconventional aesthetic. The smocking camisole dress, featuring an original floral print, ruffled fishtail hem, and delicate shirring, moves beautifully with each step. The peplum shirt, with ruffled details and a structured A-line silhouette, offers a refined yet relaxed appeal, while the ribbed polo sweater reinterprets a wardrobe staple with subtle ruffle accents for a fresh, contemporary look.
Designer Rok Hwang commented, “Inspired by British gardens, this season’s GU x rokh collection features vibrant floral patterns and heritage patterns accents throughout. Each item was created with a focus on materials and designs to be slightly idyllic, perfect for an exciting spring and summer season. Compared to the previous collection, we also focused on greater practicality. The collection can be worn in several ways on its own, but we also tried to offer lengths and silhouettes that can be easily mixed and matched, and worn stylishly when combined with the customer’s own wardrobe. Our first men’s items are designed to be enjoyed in an inherently genderless way, as an option for everyone to enjoy fashion. We created a collection that allows for a wide range of coordinates depending on the style of the wearer, so that everyone can enjoy fashion.”
Blending conceptual design with everyday wearability, this collaboration celebrates the evolving creative synergy between GU and rokh, offering pieces that challenge tradition while remaining effortlessly versatile.
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