Roksanda Ilinčić is the London Fashion Week stalwart who is best known for dressing the world’s most famous women including Beyoncé, the Princess of Wales and Zendaya.
And although her shows — which in recent seasons have taken over skyscraper rooftops and the Tate Britain Museum — are remembered for their saturated block shades and sculptural gowns, the designer is currently behind a surprising (but booming) supermarket collaboration.
Indeed, it’s the meeting of brands no one saw coming: Roksanda for George at Asda is here. The news broke back in September, however one (well-dressed) colleague who recently received her order (a roll neck and the padded bomber jacket) was surprised by the offering and impressed by the quality. “They do not feel remotely like Asda. The cut is very good too, I felt expensive wearing them,” she says. “I've only worn each item once and have been showered with compliments.”
The 30-piece range, which start at an eyebrow raising £14, includes a typical Roksanda cloak dress in burgundy sweatshirt with a navy-waist tie, £28, direct.asda.com, a pop-orange fleece, £30, direct.asda.com, and quite a smart camel padded bomber, £55, direct.asda.com. The rest of the collection spans t-shirts, striped polyester dresses, sweatshirts, puffed scarves and oversized hoodies.
It’s a front row approved coup for Asda, but why is Ilinčić giving her look away? The collaboration is part of the supermarket’s support of the British Fashion Council and, specifically, their NEWGEN charity which supports upcoming London designers with mentoring and funding. Asda have donated to the foundation as part of this capsule collection.
‘‘As an alumnus of the BFC NewGen, this collaboration has allowed me to give back to the community which helped start my creative career,”Ilinčić says. “I understand the importance of support and how without it, brands might not be able to grow and develop to their full potential”
“In celebration of London Fashion Week’s 40th anniversary, I am delighted to collaborate with George and the British Fashion Council on a collection that not only honours but also spotlights the extraordinary work of NEWGEN. Together, we aim to generate funds that will inspire and empower the next wave of innovative designers, ensuring their voices are heard and celebrated beyond the fashion landscape,” she continued.
The release also comes after a turbulent year for the Roksanda label, which filed notice of intent to appoint an administrator before finding a “white knight” investor The Brand Group, who bought the label in May this year. Nevertheless, she rose up triumphant with a spectacular catwalk collection for spring summer 2025 this September. Best believe no one will be getting their hands on any of that for £14.
