George at Asda partners with designer Roksanda Ilinčić and the British Fashion Council.
- A new capsule collection celebrates the 40th anniversary of London Fashion Week.
- The collaboration reflects Roksanda’s Newgen scheme alumni status and influence.
- The 30-piece collection features Roksanda’s signature colour-blocking style.
- Pieces are priced between £14 and £60, available in stores from 17 September.
George at Asda has ventured into a creative partnership with the renowned designer Roksanda Ilinčić and the British Fashion Council (BFC) in a nod to the 40th anniversary of London Fashion Week (LFW). This initiative showcases a significant collaboration within the fashion industry that aims to make designer fashion more accessible to the general public.
Roksanda Ilinčić, a distinguished designer known for her bold colour-blocking style, has successfully brought her influence to this capsule collection. Her designs have been recognised globally, with notable figures such as the Princess of Wales and Michelle Obama donning her creations. Ilinčić’s connection to the BFC stems from her time as an alumna of the Newgen scheme, an initiative supporting emerging talent. “As an alumnus of the BFC NewGen, this collaboration has allowed me to give back to the community which helped start my creative career,” she stated.
The collection, which consists of 30 distinct pieces, is set to be available in selected stores from 17 September, and online following Ilinčić’s presentation at LFW. With prices ranging from £14 to £60, the line provides an opportunity for a broader audience to experience high fashion at accessible price points.
George at Asda has expressed enthusiasm for this project through Liz Evans, their Chief Commercial Officer. “We’ve always recognised the importance and value in supporting new talent through initiatives like Graduate Fashion Week,” Evans commented. She further highlighted the excitement in partnering with the BFC to celebrate a landmark anniversary of LFW, marking it as a project filled with pride.
Reflecting on the impact and outreach of this collaboration, George has also contributed a donation to the BFC. This gesture underscores their commitment to the fashion community and supporting future talents through the BFC foundation, ensuring that designer fashion continues to evolve and reach diverse audiences.
This collaboration marks a significant milestone in promoting accessible designer fashion while celebrating a key event in the fashion calendar.
