In a significant collaboration, George at Asda has teamed up with designer Roksanda Ilinčić and the British Fashion Council (BFC) to celebrate a landmark occasion.
- The partnership is in honour of London Fashion Week’s (LFW) 40th anniversary, resulting in an exclusive capsule collection.
- This 30-piece collection will feature Roksanda’s distinctive colour-blocking style and will be available from 17 September.
- George at Asda’s initiative includes a noteworthy donation to the BFC, reflecting their long-standing support for emerging talent.
- The collection’s accessible pricing, ranging from £14 to £60, highlights the commitment to making designer fashion available to a wider audience.
In a monumental collaboration, George at Asda has joined forces with renowned designer Roksanda Ilinčić and the British Fashion Council (BFC) to celebrate the 40th anniversary of London Fashion Week. The partnership has culminated in the creation of a 30-piece capsule collection that embodies Roksanda’s signature colour-blocking style, available in select stores from 17 September and online soon after.
Roksanda Ilinčić, a Serbian-born, London-based designer with an MBE for services to fashion, has previously seen her creations worn by influential figures such as the Princess of Wales and Michelle Obama. Her participation in this collaboration is a testament to both her esteemed position within the fashion industry and her continued association with the BFC’s Newgen initiative, which supports emerging talents.
Expressing her enthusiasm, Ilinčić stated, “As an alumnus of the BFC NewGen, this collaboration has allowed me to give back to the community which helped start my creative career.” This sentiment underscores the collaborative spirit driving this initiative, aimed at nurturing new fashion talent while celebrating past achievements.
Liz Evans, chief commercial officer of George, emphasised the strategic importance of this partnership: “We’ve always recognised the importance and value in supporting new talent through initiatives like Graduate Fashion Week. However, we’re really excited to partner with the BFC in celebrating 40 years of London Fashion Week.” Her words highlight George at Asda’s dedication to making designer fashion more accessible and their commitment to supporting the next generation of designers.
The collection not only showcases high-fashion elements but also reflects an affordable pricing strategy, with prices starting at just £14 and reaching up to £60. This approach underscores the brand’s mission to democratise fashion access, symbolising a blend of luxury and affordability.
This collaboration between George at Asda, Roksanda Ilinčić, and the BFC exemplifies a shared commitment to supporting fashion innovation and accessibility.
