The GU × rokh collaboration began in the Fall/ Winter 2024–25 season. What’s the concept behind this third installment?
The ongoing theme of this collection is Play in Style. This season, we infused the lineup with a playful spirit through patchwork and jacquard details, while staying grounded in a classic approach. You’ll also notice an increase in lightweight outerwear made from soft fabrics—a response to the changing climate. When reflecting on GU’s appeal, the phrase “everyone’s wardrobe” came to mind. After working on two previous collections, I’ve developed a deeper understanding of GU’s DNA. This time, I wanted to create original designs that truly embody that essence. We began by asking: What are the everyday essentials people reach for? As we refined our ideas, we constantly considered how the pieces would be worn. We focused on comfort and the emotional experience of wearing each item—incorporating playful touches like pocket placements throughout the designs.
What updates have you made this time?
In the past two seasons, we focused on introducing fresh ideas to GU. This time, we created everyday essentials that naturally blend into people’s wardrobes—infused with a sense of youthfulness and playfulness. The color palette is chic and understated, making the pieces easy to incorporate into daily looks.
What are the key pieces for this season?
This is a set of a short trench check coat and a trench check skirt. You can wear it separately on the top and bottom, or you can open the front of the coat and wear a sweater inside. If you fasten the buttons, it will have a beautiful shape. The silhouette at the back is also beautiful. The setup can be worn like a uniform. The calm colors are easy to coordinate, and it is a confident work that takes into account how to wear it again!
How did you decide on the 17-piece lineup (9 women’s styles, 5 men’s styles, and 3 accessories)?
We focused on balancing tops and bottoms so the pieces can be easily mixed and matched. They’re designed to work with whatever you already have in your wardrobe, and many of the items are styled to be worn by anyone, regardless of gender. One unique styling idea seen throughout the collection is layering pants under a trench skirt. Also, GU’s denim is truly impressive—I think it pairs beautifully with the jackets and knits from the GU × rokh line.
Lastly, do you have any advice for GU customers?
What I really admire about GU customers is the way they enjoy fashion so freely and confidently. I’m always inspired when I see them mix my pieces with their own T-shirts or blouses—their creativity is incredible. Everyone brings their own personality to the look, and that’s what makes it so exciting. So my advice is simple: just have fun with it!
